It's hard to keep up with content. most organizations and businesses don't have something new and astounding to grab people's attention every day/week/month. after a while the well runs dry and we turn to the "same old" for a go-to with the display(s). Once DS becomes stale, people stop paying attention and it's very hard to earn those eyes back once they've opted to relegate a display to the "background noise" of their daily life/commute.
Social media is a great way to keep content fresh and interesting, regardless of the organization. An LED sign can be a community rallying point. Interaction gains activity and interest. Put up a challenge of the week on the display (challenge placed in the beginning of the week, answer/solution later in the week). Have people go to a social media site to respond and post the winner's response on the display (with the prize). An LED sign can also rally around social issues/charities/causes and give people information to links online (keep the links short/memorable).
A dynamic display can be more than specials and basic messages. By tying-in to social media sites the organization can achieve more outreach, more connection with the community and an overall increased success rate with getting their message out (whatever the message is). When speaking with end-users, show them the message doesn't have to stop with the display itself, but can expand out to other areas. Like a bike chain, technology doesn't work well in isolation. Put all the parts together and you (and your clients) can really get moving with DS!
*I invite you to comment here and/or email me directly with requests at firstname.lastname@example.org. Vantage LED has white paper resources and more educational material on the website (http://www.vantageled.com), please check it out when you have a moment. Note all posts/thoughts/writings are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically noted.