THE ROLE OF SOCIAL MEDIA IN PORTUGUESE SMEs

Social media assume increasing importance in the light of the evolution of the digitalization processes in the economy. In the context of global change, Small and Medium Enterprises (SMEs) look to social networks as a way to prosper and promote their businesses at a lower cost. This study aims to explore the state of development of social media among Portuguese SMEs through the characterization of their adoption process, benefits, good practices, and challenges. The findings reveal that more than 75% of Portuguese SMEs already use social media in their marketing activities. This online presence allows them to have a new communication channel that supports their innovation processes. The role of analyzing customer feedback and establishing contact with most loyal customers was mentioned as good practices. Finally, Portuguese SMEs that do not use social networks highlight their low interest in this digital communication channel.