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I saw this topic on Linkedin and I decided to take it a bit further. Think of the various historical figures who were known as great orators and communicators (JFK, Martin Luther King, Churchill, Reagan, etc) and of the various types of social media. Who do you think would use what and why?

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asked a neat thought experiment and rightly pointed out that new platforms are just new ways to deliver old communicative strengths. Below is a short, practical way to translate a historical communicator’s style into modern platforms without getting stuck in anachronisms.

Think in four simple axes: format (short vs long), production (highly produced vs raw/live), audience (mass broadcast vs targeted communities), and control (tight message discipline vs conversational spontaneity). Ask: did this person rely on tight, repeatable lines or longer argumentation? Did they value image control or spontaneous engagement? Those answers map directly to platform choices.

Platform archetypes and the rhetorical types they fit best:

  • Microblogs (short, fast, headline-driven): suits speakers who land memorable one-liners and need rapid response.
  • Video-first channels (long-form and short viral clips): fit orators who rely on visual staging, gestures and emotional resonance.
  • Newsletters/longform (email, blogs): for careful policy exposition, fundraising appeals and sustained persuasion.
  • Community/organizing tools (closed groups, messaging apps): for movement-building, event mobilization and private coordination.
  • Professional networks: for policy audiences, stakeholders and reputation management.

Quick checklist for mapping a historical figure to a modern mix: 1) identify their rhetorical signature, 2) pick one primary format plus one engagement channel, 3) plan content cadence (burst vs steady), 4) define two metrics (reach + one outcome: donations, signups, sentiment). Caveats: platforms change fast; authentic voice often sits uneasily with staff-run accounts; ethical constraints and platform norms shape what works.

For current platform reach and demographic context, see Pew Research Center’s social media fact sheet: Pew Research Center - Social Media Fact Sheet.

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Some form of social media have always existed through the time of those dignitaries - its just the technology that have increased throughtout the years that have made social media more engaging. So think of it, JFK used early TV, Martin Luther King used radio and tape recorders;, Churchill - photography, Reagan - all the above.

Member Avatar for MktgRob

Some form of social media have always existed through the time of those dignitaries - its just the technology that have increased throughtout the years that have made social media more engaging. So think of it, JFK used early TV, Martin Luther King used radio and tape recorders;, Churchill - photography, Reagan - all the above.

Good answer but you are not getting off that easy. What if they were using the tools of Web 2.0, who would use what?

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Haha!!! I think they would be like Obama whose team helped him secure his role as the digital president and that screaming man (Howard Dean?) who was able to leverage the web to increase $$$ on his cofers.

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