Role of Digital Transformation in Small and Medium Sized Enterprises SMEs Sustainability

Abstract

ABSTRACT: SMEs are a major contributor to the economy of India. These small units serve as a backbone for the economy and therefore their businesses need to grow. In addition, a billion users on social media platforms are greatly influenced by the content specifically designed to attract customers. Social media marketing holds a gateway of opportunities for small businesses to generate leads, make huge profits, and even reach for an international platform for their products. While there are multiple strengths and opportunities of SMM to the SMEs, it was found that they possess some weaknesses and threats as well, and hence while some SMEs can perform better, some cannot. Because of the lack of knowledge on the functioning, utilization of SMM and lack of innovative management and knowledge, not all SMEs could adapt to these platforms and for some who had very basic knowledge about SMM but lacked in a professional sense and as a result, could not live up to their full potential. There is a need for SMEs to explore SMM as a tool for greater benefits. Workshops or training programs can be inducted by the SMEs to educate the workers about social media marketing to promote business locally as well as grow enough to build it up on an international scale too. However, through SWOT analysis and case study conducted, it can be concluded that with several SMEs operating in India and a great number of social media users, the positive impact of SMM weighs over the negative ones.