1.Ceylon Escapes has many strengths to set up their goals to maintain their position in the high level and achieve a high standard with more investments in IT infrastructure. Using their experienced guides Ceylon Escapes can plan for many excursions targeting Sri Lankan cultural festivals also they can advance the excursions with multiple days providing hotel booking services.

With the strength of many followers and good reputation Ceylon Escapes can plan for a marketing campaign for local customers through social media to attract different target markets. Youth generation is so interest about new vehicles and they can market their 35 vehicles to earn more profit in the industry. With marketing they will be able to run all 35 vehicles everyday with hiring more guides as the demand.

2.Business organisations are targeting different target markets to promote the businesses and it is important to identify the purpose of using social media marketing as one of the marketing tools in a company. Without knowing the purpose it is not possible to plan business and marketing plans to work. Some products might need a basic marketing plan that doesn’t need to spend but some product and services might need advanced methods to reach more customers.

Raising the brand awareness is one of the purposes of running a social media campaign and brand is becoming available to potential consumers can enhance the customer’s attention as well. Through social media posting about the product or the brand targeting relevant questions or issues customers might face will be a good way of connecting with customers. Using SMART goals can enhance the techniques of social marketing. SMART describes specific, measurable, achievable, realistic and timely goals.

Enhancing public relations means responding to customers issues or complains in a sensible routine will build the trust between customers and the organizations. This is one of the purposes of using social media marketing. Responding quickly to individually will build the trust and the brand loyalty. Unified social inbox is one of the tools that can be used to engage to improve relationship with customers.  Building community supporters can be done using social media effectively because when organisations have community supporters as followers, they take pictures and videos and share on social media for other users see. This promotes the business and expose to many consumers in real time.   Another most important goals is to increase the traffic for the website. Building links with social media helps to search engine optimization and is it important to have more traffic when selling online.

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