Maximizing Profitability of Local Businesses Through Social Media Platforms

Social media is a medium used by almost everyone in today’s fast-paced society and businesses are no exception. Online applications called social media platforms, serve as a bridge to realize this concept among users.  In this research, the researcher shed light on how local businesses utilized this form of communication through a descriptive quantitative research design. Surveys were conducted with local business owners to gain insights into the strategies that drove profitability. The findings revealed that three social media platforms were commonly used to significantly enhance customer engagement, brand visibility, increased sales, and greater customer reach. However, certain internal and external challenges affect its full implementation among business owners. The research underscored the need for a tailored action plan to resolve the gaps and barriers to its full implementation. This study contributed to the broader understanding of digital marketing's role in local economies and provided practical recommendations for businesses aiming to leverage social media for local business growth.