In November 2013, the Black Student Union launched the hashtag #BBUM, asking students to share their “unique experiences of being black at Michigan”. The goal was simply to raise awareness about the black experience at Michigan and to begin a conversation about race and diversity on the UM campus. No one expected the hashtag to become a national phenomenon. Tyrell Collier was the leader of the Black Student Union when the hashtag went viral. Now a UM graduate, he returns to campus to talk about the experience, ongoing campus activism around race, and the role of social media in contemporary activism.