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AAA’s journey to build an engaged and loyal customer base 

AAA honors its mission to help members meet their ever-changing needs through a best-in-class social media program powered by data, insights, and heart.

Orlando, Fla. (Oct. 3, 2023) – Many people hear the name AAA and think of a time when they personally benefited from the organization’s products and services. While making the roads a safer place for everyone is still central to AAA’s mission, the company has evolved to offer its 64 million members a multitude of services, from travel planning to insurance to identity theft protection. To connect in a relevant way with its ever-changing member base, and reach a new generation of Millennial users, AAA designed a revamped social media program structure built to scale across teams, departments, and its Association of 32 local member clubs. The company’s goal was to increase brand awareness and engagement, build a larger and more diverse Millennial following, and uphold its longstanding commitment to members.

“AAA is a membership organization, which means we have to be ready to connect with our members, in the channel of their choice, whenever they need us,” said Veronica Anjelica Duarte McCants, Social Media Senior Partner at AAA National. “We wanted to implement internal social media processes and systems that align our efforts as an organization so we can deliver effective communications, and personalize interactions with our members across all the social media channels.” 

How AAA scaled its social program:

Focus: AAA aligns as an Association to a common goal: create a consistent, relevant customer experience for its members in their channels of choice. 

Share: Enable collaboration across the organization to share social media marketing best practices, fresh content, and social media trends to create scalable and relevant opportunities for engagement. 

Measure: AAA understands how members engage across channels and use learnings to generate new content, campaigns, and greater affinity to the AAA brand.


Stay connected with AAA on LinkedIn, Facebook, Twitter, Instagram, and Youtube. For a more detailed write-up of how AAA has evolved its social media program to drive brand awareness and reach more audiences visit the AAA Community Khoros Kudos Awards Best in Class Social page

About AAA 

Started in 1902 by automotive enthusiasts who wanted to chart a path for better roads in America and advocate for safe mobility, AAA has transformed into one of North America’s largest membership organizations. Today, AAA provides roadside assistance, travel, discounts, financial and insurance services to enhance the life journey of 63 million members across North America, including over 56 million in the United States. To learn more about all AAA has to offer or to become a member, visit