7 Reasons FDR Was A Social Media Pioneer

Note: I spent 13 years as the Radio Curator at the Museum of Television & Radio in NYC (now the Paley Center for Media). During that time I put together several exhibitions focusing on Roosevelt’s use of radio. Much of what I’m writing here is drawn from that experience.

This just in: President Franklin Delano Roosevelt was the first Social Media rock star. OK, maybe not the first, but whether or not you agree with his politics, he was certainly one of the earliest and best practitioners, and there is a lot we can learn from him.

1. He embraced new technology – While Governor of New York, FDR used radio to reach his constituents. He was an early adopter, so when it came time to run for President in 1932 he was comfortable with the relatively new medium, while the incumbent, Herbert Hoover didn’t really seem to know how to utilize radio. Those who fear jumping into Social Media are doomed to get left behind those who embrace it.

2. He used that technology well – FDR was a master at using radio as a marketing tool. Each of his speeches and Fireside Chats were carefully crafted to get his message to the people. Each chat had focus, from calming the fears of citizens during the banking crisis of 1933, to selling the various points of the New Deal during his first 100 days, to building morale on the home front during the long days of WWII. FDR stayed on message and realized both the limitations and advantages of this new medium. Those who know when and how to use Social Media will benefit the most.

3. He understood how to deliver his message – Not only were the messages well crafted, but the entire concept of the Fireside Chat showed how well FDR understood the medium of radio. American’s sat around their radios as if the President were in the room with them. His delivery was calm and conversational, explaining complex issues in terms that everyone could understand. He was speaking WITH them, not AT them. American’s wrote letters to the White House, thanking the President for visiting their homes. Social Media works best when we deliver our messages in an informal, conversational manner. It isn’t ad copy or a speech.

From the FDR Memorial in D.C.

4. He understood and built community – FDR’s unified the nation. As previously mentioned, his Fireside chats unified the nation and allowed for the passage of a series of controversial social reforms known as the New Deal. After the bombing of Pearl Harbor, Roosevelt used radio to unify the nation into entering WWII. Roosevelt understood that in order to get things done, he need people to be in community, and community is the cornerstone of Social Media.

5. He was a Trust Agent – How did he do all these things? By getting the American people to trust him. As Chris Brogan and Julien Smith say in their book, he became “one of us”. The wealthy politician from Hyde Park came across as a regular Joe. He used words like “we” and “our”, thereby identifying with the common man. He told stories and anecdotes, and utilized analogies. He wasn’t pontificating form on high. He was a visitor or family member sitting in your living room. Whom do you trust more: a politician or a family member?

6. He got people talking – American’s anticipated each of FDR’s radio addresses, and talked about them “around the water cooler” for days afterward. It was viral. Sure he had both supporters and detractors, but regardless, they were talking. While many American’s listened, many others heard about it second and third hand. Word of Mouth. Sound familiar?

7. He understood the value of grassroots marketing – During his first 100 days, FDR had a tough job ahead of him: convincing congress to pass an unbelievably challenging and sweeping set of bills, far different from anything our country had ever seen. Rather than taking his case to congress and convincing them to vote his way, he went to the people. Directly. He spoke to the citizenry and convinced them that his proposals would work. Americans then wrote to their representatives in Congress, and the response was so overwhelming that Congress had little choice but to approve the New Deal.

What do you think about the above? What else can we learn from FDR and his incredible use of radio? Who else do you see as a pioneer of Social Media…even in the days before what we know as Social Media?

Tagged as: Community, Marketing, Social Media, word of mouth