Abstract:
Social media has emerged as a powerful business
and marketing tool in the current technological
era, enabling rapid growth for e-businesses and
improved customer engagement. However,
effectively leveraging social media requires
specific knowledge and strategic application,
which many business leaders lack. This study
focuses on the unique context of Sri Lankan small
and
medium-sized
enterprises
(SMEs),
highlighting how regional factors influence
social media strategies. Primary data were
collected through interviews with six Sri Lankan
business leaders and supplemented by surveys
conducted via WhatsApp and Viber, along with
secondary data from existing studies. Five key
strategies
negatively depending on its use. To leverage
social media for business advantage, a proper and
strategic approach is essential. This includes
expanding the target audience, building brand
awareness,
and
conveying
information
effectively to the right customers. Business
leaders must be knowledgeable about how to
creatively and innovatively use social media, as it
serves as a crucial bridge between companies and
consumers (Barai, 2021).Social media is a
powerful marketing instrument, especially for
small and medium-sized enterprises (SMEs), as it
provides a low-cost yet highly efficient platform
for
were identified: knowledge of
audience, performance measurement, sales and
marketing
calibration,
mapping,
and
customer
customer
journey
relationship
management. These strategies, tailored for the
Sri Lankan business environment, can help local
business
leaders
enhance
sales,
brand
awareness, and customer relations. Additionally,
successful implementation may foster job
creation and contribute positively to local and
national economic development. This research
fills a gap by contextualizing established social
media practices within Sri Lanka, providing
valuable insights for regional e-business growth.
