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The content of the social media marketing plan’s objectives should vary based on the current situation. This approach is similar to a proactive Public Relations (PR) program in which objectives should be set for both short term and long term opportunities. Recall the Mentos-Diet Coke viral videos? While Mentos quickly reacted and capitalized on the opportunity to promote the brand, Coca-Cola lagged behind because these videos did not match the current promotional campaign. Conduct some research and then answer the following:
- According to the Mentos-Diet Coke viral case, what were the SMM strategies and tactics used by both companies? Discuss and compare both approaches.
- Proactive strategies are guided by marketing objectives, whereas reactive strategies typically focus on problems to be solved. Do the companies recognize that a reactive strategy should go beyond problem solving? What did they learn?