With all of the technology around us today, it can be hard to remember what life was like before the power of social media and the web. Where did we get our news? How did we connect with a mass audience? What sort of tactics did we use to spread information? In an effort to visit some of these questions, this month we take a look at the Midnight Ride of Paul Revere to understand how technology has transformed communications.
Midnight Ride of Paul Revere (1775): One if by land, two if by sea. When Paul Revere was sent to Lexington, MA to warn of the approaching British army, limited technology existed for mass communications. Instead, Revere turned to the power of light to communicate with the residents of Greater Boston by hanging lamps in the tower of the Old North Church. He traveled on horseback using his voice to spread the message to each neighborhood along his journey. Unfortunately, this tactic led to Revere’s arrest for causing such noise and commotion. It was not until just before the battle on the Lexington Green that Revere was released and his efforts proved their success.
World War I (1914): The turn of the century brought great innovation in electric technology leading WW1 to become the first major war to utilize radio as an essential means of communication. Radio enabled the transmission of voice signifying a huge breakthrough from previous years when only code could be relayed between parties. Both sides during the war took advantage of radio as a communication tool to pass on orders and information between armies.
9/11 (2001): On September 9th, 2001 people became glued to their televisions as the tragic events at the Twin Towers unfolded. Shows such as Today and Good Morning America interrupted their programming to cover the breaking story with shocking, live footage. Although cell phone technology was available at this time, a breakdown in service forced individuals to resort to other forms of communication including the use of earlier technologies. This occurrence proves that the latest and greatest of technology is not always the best means of communication.
Boston Marathon Bombings (2013): During the 2013 Boston Marathon, social media served as a primary means of communication as witnesses suddenly found themselves unable to make phone calls or send SMS messages. Instead these individuals turned to Twitter and Facebook to connect with family and friends by posting statuses that communicated their health and location. This popular use of social networking positioned Facebook and Twitter as valuable outlets for safety officials, including the Boston Police Department and Boston Athletic Association, to communicate instruction and information during a time of crisis.
Although we’ve come a long way from hanging lamps and yelling from horseback for mass communication, what’s remained consistent throughout the years is our ability to adapt and utilize the technology available at the time. As marketers this often involves utilizing a variety of communication channels, both new and old, to best reach our audiences. Today this has led us to social media.
Social media is a popular, fast and effective means of mass communication that has proven its power through events like the Egyptian Revolution and Iranian Presidential Elections. If Paul Revere was exposed to this technology it’s safe to say his famous ride would not hold the same value, if it would have even happened at all. Instead, Revere could have simply arranged less than 140 characters and accomplished his goal in a single tweet: “The #British Are Coming!”
