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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:
Questions
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?
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