Inside AARP’s Social Media Strategy
AARP isn’t the first marketer you might think of when it comes to social media, but it has been active there for nearly three years. The original challenge was to figure out ways to get people to think of AARP when they are starting to think about retirement. Now, like many marketers, AARP wants to go beyond the experimental phase and into building a social strategy for the long term based on defined metrics. Three years ago, there wasn’t any real strategy in place. AARP didn’t have anyone devoted solely to social media.