Dive summary:
- AARP is looking to fill a void with its new social network "Life Reimagined"; the site will connect users with resources for retirement planning.
- The site is filled with articles, resources and tools for planning this later chapter in life; most importantly it connects its users to other individuals with similar goals.
- The "Sounding Board" feature on the new social network allows users to set up a private circle of peers they trust for feedback and advice on their retirement plans.
From the article:
"I know what you’re thinking. Why would AARP build out it’s own social network, when it could do all these same things via a brand page on Facebook or Twitter? The downside to dealing with a Twitter or a Facebook is you don’t control the community. Here, AARP runs the show. All the data belongs to AARP, and there aren’t any other brands vying for consumer attention."
