Many companies including SMEs use the technology of social media in business as a marketing tool. However, little is known regarding how small businesses use social media for marketing purpose. Thus, this master project investigates how social media is used by small businesses in Rwanda. The purpose of this study, is to explore how social media is used by small business, to identify main factors that lead to the use and to contribute to the knowledge gap on social media marketing.

This study of qualitative nature follows a multiple case study design. The sample investigated is comprised of five Rwandan small businesses owned by women. Two methods of data collection were used: online observation of social media platforms together with semi-structured telephone interviews with participants.

The results show that businesses benefit from using social media marketing. However, results indicate also that small businesses use social media informally without strategies of use with a prevailing lack of technical knowledge in social media for business. Main factors that led to the use of social media were identified as well.

The study concludes with recommendations to small business on the effective use of social media as a marketing tool.