Abstract
This study aims to investigate how social media functions as a marketing
tool for SMEs in Ghana. An unstructured and semi-structured interview guide was
employed, and a qualitative research methodology was applied. The responses from
twenty respondents from a few chosen SMEs in the Greater Accra area formed the
basis of the analysis. Ghanaian SMEs have the chance to invest in their social media
marketing and create more targeted campaigns. They can also utilize the platform to
promote direct sales, acquire an understanding of how customers view and value a
brand, and achieve lifetime value targets like client acquisition and retention. The study
revealed that SMEs in Ghana mostly use Facebook, Instagram, YouTube, Twitter, and
LinkedIn as their social media platforms. The report also suggests that media
organizations create a content roadmap to ensure that their material is designed with
social media interaction in mind, such as the usage of extremely brief videos and
ephemeral content, to maximize their desired earned media engagement.
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