• Mrs. Aparnadevi. M
• Dr. Swarupa R

The MSMEs are facing stiff competition from large industries and even from multinationals which adversely affect their performance. In order to compete with these industries, adopting innovative and cost effective methods of marketing strategies are the only option. Social media is a newer tool and strategy for developing a new marketing communications. It is new business practice that deals with the marketing of goods, services, ideas and information through the various social media platforms such as Face book, Twitter, Instagram, Linkedin, WhatsApp, YouTube etc. The present study provides a clear insight into the usage of social media marketing and the challenges encountered by SME entrepreneurs in Kannur District of Kerala. Most of them are using Whatsapp for marketing followed by Facebook, Instagram and Youtube. They have the advantages of easy payment, cost effective updating of product information, increased sales, rapid feedback and so on from the use of Social media marketing. They are mainly using picture ads and email messages for marketing the products and to face cut throat competition, to attract new customers and to explore new market opportunities. Lack of technical expertise, no response from the customers, Lack of appropriate equipment and high installation cost are some of the problems faced by them.

Social Media Marketing, Small and Medium enterprises, SME, Digital marketing, Recent trends in marketing

"Social media as a strategic marketing tool – An empirical study with special reference to Small and Medium enterprises in the Kannur district of Kerala", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 11, page no.d319-d327, November-2022, Available :http://www.jetir.org/papers/JETIR2211345.pdf

"Social media as a strategic marketing tool – An empirical study with special reference to Small and Medium enterprises in the Kannur district of Kerala", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 11, page no. ppd319-d327, November-2022, Available at : http://www.jetir.org/papers/JETIR2211345.pdf