- The document discusses the impact of social media on small and medium enterprises (SMEs) in Yenegoa metropolis during the COVID-19 pandemic lockdown. - It aims to determine the level of social media adoption by SMEs, the effect on sales growth, and the impact on sustaining businesses amid the lockdown. - The study found that 65.18% of SMEs adopted social media for marketing during the lockdown. Social media helped 58.10% of businesses and positively impacted 93.33% of SMEs.

1. OZINI FRANCA ABAIAYANRI
DEPARTMENT OF MASS COMMUNICATION,
FACULTY OF SOCIAL AND MANAGEMENT SCIENCES,
UNIVERSITY OF AFRICA TORU-ORUA, BAYELSA STATE.
UAT18-0005

2. PROJECT TOPIC :
The Impact Of Social Media On Small Scale
And Medium Enterprise (SMEs): A case
Study of Yenegoa Metropolis.

3. INTRODUCTION
 The mass media is a
powerful tool saddled with
the responsibility of
gathering and
disseminating information
to the public. This is done
through its various
information platforms or
writings, they intend to
inform, educate, entertain,
and connect people to each
other.

4. Continuation…
 Social media involves a web-based
and mobile based technologies that
are used to turn communication into
interactive dialogue among
individuals, organizations and
communities (Edosomwan,
Prakasan, Kouame, Watson &
Seymour, 2011).
 Social media are applications that
enable people to interact with each
other and build social networks that
increase social capital.

5. CONTINUATION…
 According to Kurtishi ( 2018)
social media has been explored
over the decades and even virtually
all sectors of the society like never
before.
 According to Nwoye (2015) a
small scale enterprise refers to a
business that is not large in terms
of its size, scope of operation,
financial involvement and the
workforce involved

6. CONTINUATION…
 An entrepreneur can gainfully create a
niche for their product and services
across the social media platforms by
effectively adopting the social media
rightly
 Overtime, they have been in battle with
certain challenges such as financial,
managerial, production, personnel, poor
organization of work, record-keeping
challenges etc
 The outbreak of covid-19 in Wuhan,
China in 2019, is one great challenge it
necessitated a global lockdown which
lasted for months which affected all
sectors of the society, especially the
economy of nations.

7. CONTINUATION…
 According to Kurtishi ( 2018) social media
has been explored over the decades and even
virtually all sectors of the society like never
before.
According to Nwoye (2015) a small
scale enterprise refers to a business
that is not large in terms of its size,
scope of operation, financial
involvement and the workforce
involved
An entrepreneur can gainfully create a niche for their
product and services across the social media platforms
by effectively adopting the social media rightly
 Overtime, they have been in battle with
certain challenges such as financial,
managerial, production, personnel, poor
organization of work, record-keeping
challenges etc
 The outbreak of covid-19 in Wuhan,
China in 2019, is one great challenge it
necessitated a global lockdown which
lasted for months which affected all
sectors of the society, especially the
economy of nations.

8. STATEMENT OF PROBLEM
 Small Scale And Medium Enterprises (SMEs) do not only represent the country’s
major opportunities for industrialization, but also contributes majorly to
sustainable growth in the area of tax generation, generation of raw material
requirements, generation of employment opportunities and also poverty
alleviation (Dabor and Oserogho, 2017). While the contributions of small
businesses to development are generally acknowledged, entrepreneurs in this
sector face many obstacles that can limit their long term survival and
development
 There is scarce literature on the impact and use of social media usage by SMEs,
especially during the covid-19 lockdown. There has been some changes in
business activities orchestrated by the global pandemic (corana virus), hence
there is the need to educate and enlighten the public and SMEs the impact and
significance of the social media.

9. OBJECTIVES OF STUDY
 This research aims to determine the impact of social media on small scale and medium
enterprises during the covid-19 global pandemic lockdown, with case study of the Yenegoa
metropolis.
 1. To ascertain the level of use of social media by SMEs in yenegoa
 2. To establish the effect of social media on sales growth of SMEs in Yenegoa
 3. To determine the effect of social media in sustaining SMEs amidst the global lockdown

10. RESEARCH QUESTIONS
 In the course of the study the following questions are to be answered :
 1. What is the level of social media adoption by SMEs in yenegoa ?
 2. What is the effect of social media on SMEs sales growth?
 3. Did the social media have an impact on SMEs during the covid-19
lockdown?

11. LITERATURE REVIEW
 Kurtishi (2018) in a study titled: ‘’Social Media as a Tool for the
Sustainability of Small and Medium Businesses in Macedonia’’, gave
an insight into the effectiveness of social media in marketing, and their
impact on the sustainability of businesses.
 Trawnhi et al., (2021) in a study titled: Factors influencing social media
adoption among SMEs during covid-19 crisis, examined how social
media became essential for businesses during the Covid-19 pandemic
crisis.
 Gekombe et al., ( 2019) titled: ‘’Social media use among small and
medium enterprises: a case of fashion industry growth’’ examined how
social media was perceived to be useful and influencial to the growth of
Fashion SMEs in Kenya.

12. METHODOLOGY
 This study adopted the survey research design and the
quantitative method.
 The study population was drawn from SMEs stores located in the
Yenegoa metropolis, Bayelsa State. The sample size of the
population used for the collection of data for the study, includes
various SMEs stores located at Ekeki town in yenegoa,Bayelsa
State. Ekeki town was used as the sample size of the whole
population of the study because it’s a busy town that comprises of
all kinds of SMEs in the state.
 The purposive sampling technique was deployed to obtain the
representative sample for this study, with structured questionnaire
for collection of data from the sampled population. Quantitative
method of data analysis was adopted to present frequency of
information provided by the respondents using simple percentage

13. DATA ANALYSIS
 A total of one hundred and thirty five (135)
respondents from the Yenegoa metropolis were
sampled to assess the impact of social media on
small and medium scale businesses during the
covid-19 lockdown. Out of the 153 copies of the
questionnaire administered to SMEs, 135 of them
was collected while 18 of them could not be
retrieved. The data are coded and presented in
simple percentages and presented where necessary
in tables.

14. DISCUSSION OF FINDINGS
 From the data gathered, analyzed and presented in the tables showcased in
this study, the following research questions were answered:
 What is the level of social media adoption by SMEs in yenegoa ?
 What is the effect of social media on SMEs sales growth?
 Did the social media have an impact on SMEs during the covid-19
lockdown?

15. Continuation…
 Findings from the study show that the level of social media adoption by SMEs
during the pandemic as illustrated in Table 4, shows that a total of 65.18%
respondents adopted the social media as a marketing strategy for their
business during the lockdown. While the remaining respondents, 34.81 % did
not engage in social media for their SMEs during the pandemic lockdown.
 Table 10 shows that out of all the SMEs that use social media for their
business,58.10%% of them intimated on the help that social media was to
them during the pandemic lockdown. Meanwhile, 28.37% of SMEs stated that
the social media was not helpful to them. On a probability scale of rating the
help of the social media on SMEs, 13.51% of respondents were recorded
 From the results in Table 11, all SMEs owners from the sample size of the
study gave testimonies about the social media when it comes to impact. They
consider them to be helpful, impactful and effective to SMEs. This is shown in
table 11, where 93.33% of them testified that social media has positively
impacted SMEs. Implying that generally, indeed, social media has impacted on
SME most especially during the pandemic season.

16. CONCLUSSION
 the attempt in this study is to explore the third arm of the mass media
i.e the new media. The social media being the vocal point of the new
media over the years and in this study has proven its relevance, impact
and advantage. The social media is a strategic marketing tool for
businesses especially in this age, and this study opens us to it by
pointing out the impact that social made on SMEs during the pandemic
lockdown, with a case study of yenegoa metropolis.
 From the study, it could be said that a remarkable level of SMEs made
use of social media platforms ranging from facebook to whatsapp,
instagram, youtube and others to keep their businesses afloat despite the
pandemic. In other words, the social media with its impact served as an
oasis to businesses that seemed to be at dead end because of the
lockdown. From this study, it can be agreed that with the use of social
media by SMEs, the new media indeed truly effective to businesses.

17. RECCOMENDATION
 Knowing that the social media does not
only focus on connecting people through
networking or dissemination of messages
but also a marketing strategy, SMEs
owners and entrepreneurs of other kind
should be enlightened or told about the
role that social media can play in
sustaining and promoting businesses.
From the study we see that some
respondents made use of the social media
for their enterprise during the covid while
others did not. This is probably because
they are educated on the impact that
SMEs can play even in situations such as
the pandemic lockdown..
 The results from the study also
shows that most of the SMEs
sampled were literates and not
uneducated. This is probably the
reason why they knew to maximize
the importance of the social media.
Therefore, there is need to conduct
more sensitization on the
importance of social media to
SMEs so that they will be
encouraged to embrace the medium

18. CONTINUATION
 Another recommendation
will be that, SMEs should be
advised not to stop using the
social media for their
business. They should be
made to understand that the
social media can bring impact
to their business not only
during pandemic lockdown
or other emergencies. The
social media should be used
as often as possible in other
to boost their business
 The media through its
traditional platforms can also
engage more efforts in trying
to sensitize its audience
particularly SMEs on the
holistic importance of the
social media so that they will
maximize its importance in
their businesses in other to
retain and increase
customers, sales growth, and
even more profitability, and
more importantly use the
social media as a safe haven
and not only during pandemic
or emergency situations

19. THANK YOU !