The Role of Social Media as a Promotional Tool for SMEs in Ghana

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.