Impact of Strategic Social Media Use on the Efficiency of Administrative Processes in Ecuadorian SMEs

This paper investigates the impact of social media usage on the efficiency of administrative and operational processes within micro, small, and medium-sized enterprises (SMEs). Drawing from a sample of 351 companies, the study evaluates the frequency of use of platforms such as Facebook, YouTube, Instagram, TikTok, Telegram, WhatsApp, Twitter, and Snapchat, and their influence on key areas, including sales, promotion, pricing, public relations, communication, positioning, feedback, post-purchase experience, and customer loyalty. The findings indicate that Facebook and WhatsApp are the most frequently used platforms, with over 60% of businesses utilizing them regularly. However, other networks like YouTube, TikTok, and Telegram show lower adoption rates, reflecting variability in the preference for these tools. In terms of administrative processes, social media has had a notably positive impact on sales, communication, and customer loyalty, with a significant percentage of companies reporting substantial improvements. Nevertheless, the impact is less pronounced in areas such as pricing and feedback. The statistical analysis, which included normality tests, Spearman correlation, and Chisquare tests, validated the results obtained. The reliability of the scales was confirmed through the Cronbach’s alpha coefficient, with values of 0.738 for social media usage and 0.897 for administrative processes, indicating appropriate internal consistency for the research development.