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Suppose you are hired by the Visit California organization to develop a SMIS. The organization wants to promote travel to California, increase awareness about the fun things to do in California, increase traffic to its Web site, and direct visitors to its business partners. Which success metrics would indicate that Visit California has achieved its goals? Who would be the organization’s target audience? What value would the SMIS provide to visitors? How could the organization make personal connections with its visitors? Which SM platform(s) would you recommend Visit California use? Justify your recommendation.

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