The Role of Social Media in Enhancing the Activities of SMEs: Case Study in Gwanda Town

Social media has positioned itself as one of the most effective and efficient engines of disseminating both social and business information throughout the world. The purpose of this study was to establish the role of social media in enhancing business activities of SMEs in Gwanda town. The study used a qualitative research methodology where 23 participants who were drawn from 7 organizations were interviewed using face to face interviews. A combination of purposive and convenience sampling techniques was used to select the 7 organizations and 23 participants who participated in the study. Thematic data analysis was utilized to analyze the data that was solicited using a 14 item interview guide. The study established that to a larger extent social media is a business enabler. Social media improves the effectiveness and efficiency of organizations by promoting an easy flow of information within departments and with external stakeholders. Social media increases the profitability and the general performance of SMEs and directly and indirectly reduces operational costs. Social media helps managers to keep workers updated about the developments taking place in the organization. It was also found that to a lesser extent social media hinders the performance and growth of organizations since it can easily be abused by employees who spend most of the business time chatting and conversing with friends and relatives on issues that are not related to work.