The Role of Social Media Platforms in Enhancing Small
Business Marketing and Customer Engagement
Submitted by:
Ailyn B. Nadres
Marjorie Mae L. Estole
John Mark P. Tubo
Ivan Lister B. Bico
I. Introduction
In today’s digital age, social media platforms such as Facebook, Instagram, TikTok, and X
(formerly Twitter) play a major role in how small businesses reach customers. These
platforms allow entrepreneurs to promote their products, engage with audiences, and build
customer loyalty without the high costs of traditional marketing. This study explores how
social media enhances small business marketing and customer engagement.
II. Presentation & Communication Skills
Small business owners use presentation and communication skills to effectively promote
their brand online.
- Design Effective Presentations: Entrepreneurs create attractive visuals and posts using
tools like Canva or PowerPoint to highlight their products.
- Organize Slides with Text and Visuals: Information is presented clearly—such as price,
contact, and promo details—combined with eye-catching images.
- Integrate Multimedia: Videos and animations are used to catch attention and explain
product features.
- Deliver Business Presentations: Social media “live selling” and online webinars serve as
modern forms of digital presentation to customers.
These communication skills make marketing more interactive and relatable to the audience.
III. Database Management Fundamentals
Social media platforms collect and store data such as likes, shares, and customer comments.
- Define Core Concepts: Data helps track customer behavior and preferences.
- Business Advantages: Databases help businesses understand which products sell best and
what marketing strategies work.
- Relational Database Model: Information from customers can be stored in systems like
Excel or Access for easier analysis and record management.
Proper database management allows small businesses to make data-driven decisions.
IV. Practical Database Application
Entrepreneurs can build a small database to record orders, customer feedback, and
inventory.
- Create Tables and Data Types: Store customer names, order details, and payment records.
- Establish Relationships: Link products to specific customers for targeted marketing.
- Generate Queries and Reports: Identify top-selling items and loyal customers.
By using simple software like Microsoft Access, small businesses can improve organization
and efficiency.
V. Internet, Web, and Cloud Concepts
The Internet and cloud technology are the backbone of social media marketing.
- Internet vs. Web: The Internet connects users globally, while the Web delivers social
media content.
- Web Browsers & Search Engines: Businesses use browsers to manage social media
accounts and track analytics.
- Cloud Computing: Platforms like Facebook Business Suite or Google Analytics store data
online for easy access.
- Cloud-based Tools: Google Workspace and Microsoft 365 allow collaboration among staff.
- Online Security: Business owners practice password protection and safe account
management.
Cloud and web services make marketing more efficient and accessible anywhere.
VI. IT Security, Ethics, and Law
Social media marketing also requires awareness of online ethics and laws.
- Cybersecurity Threats: Phishing scams and fake accounts can harm businesses.
- Data Privacy: Owners must protect customer information and follow data privacy laws.
- Intellectual Property: Use only original images, logos, and music to avoid copyright issues.
- Computer Ethics: Practice honesty and respect in online interactions.
- Cybercrime Law: The Philippine Cybercrime Prevention Act of 2012 protects both
businesses and customers from online fraud.
Maintaining ethical and legal online practices builds trust with customers.
VII. Conclusion
Social media platforms have become powerful tools for small business marketing and
customer engagement. They help entrepreneurs reach a wider audience, understand
customer behavior through data, and build relationships that drive business growth. By
integrating presentation skills, database management, cloud technologies, and ethical IT
practices, small businesses can thrive in today’s competitive digital marketplace.
