The AARP's social community just hit 1 million. Amazing, right? Most companies in Silicon Valley have written off senior citizens as too old for the digital revolution. And yet, the AARP is building online community by providing value to their members. They've learned that seniors prefer news-related articles as well as highly visual pictures. And seniors, like the rest of us, enjoy a little humor as well.
The AARP learned these truths through trial and error. By creating lots of content and trying an assortment of campaigns, they eventually figured out what worked for their market. The AARP is one of the most powerful membership communities in the world, although traditionally not seen as a tech savvy one. And yet, they have shown how discipline, data mining and creativity can come together to strengthen the sense of connection their members enjoy, as well as to create new value for their members through technology.
All kinds of businesses, associations and groups are recognizing that technology can provide connection and access that transforms the value that they can provide to their members. The need for belonging is a timeless human value, and one which drives much of our economy. Every organization should consider this basic need as the develop new offerings for their constituents.
