Increasing Community Engagement on Social Media with AARP Pennsylvania
THe client
AARP Pennsylvania

AARP is a nonprofit, nonpartisan, social welfare organization with a membership of nearly 38 million (1.8 in Pennsylvania) that helps the older generations turn their goals and dreams into real possibilities, strengthens communities and fights for the issues that matter most to families of older US citizens  – such as health care, employment and income security, and protection from financial abuse. 


AARP Pennsylvania is committed to fostering positive, inspiring, and thought-provoking conversations with Pennsylvanians over the age of 50. 

The Problem

When AARP Pennsylvania reached out to us, they were experiencing two problems. One, which is very common amongst our clientele, was a lack of personnel in-house to help their internal team reach the marketing and growth goals they desired to meet. The second, a symptom of the first, was a lack of engagement across social media platforms: specifically, Facebook, Instagram, and Twitter. 


Our Solution

Upon starting our partnership with AARP Pennsylvania, we knew we had a lot of work to do to engage a somewhat cold social media audience. To start, we analyzed all past posts across social media platforms to see what performed well, what did not, and which pieces of content got people talking and sharing! Then, we did research to understand the issues and interests of Pennsylvanians in the diverse sections and cities of the state.

In creating our content strategy, we created video, text, image,and animated posts based on what has performed well in the past. We also made sure to create content that dealt with the specific interests of Pennsylvanians based on where they were located. For example, we educated people in Pittsburgh about happenings in their backyard versus something in Philadelphia that did not impact them as directly. This formula helped us to create a truly engaged following that respects AARP as a trusted source for information.


When we first engaged AARP Pennsylvania, they were ranked number 40 out of 50 states for engagement on Facebook and other social media platforms. Now, their engagement rate surpasses 49 of the 50 state chapters, as they are in second place with an average engagement rate around 30%.

Each of the other state chapters of AARP in the top ten engagement range has a full-time marketing staff in-house. AARP Pennsylvania is now consistently ranked in second place with the help of SeedX and no internal marketing team.

As a result, AARP Pennsylvania’s accounts have grown tremendously, and the organization can do what is intended to do – support the older population in Pennsylvania in seeking fair treatment and prosperity!

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