Modern Economics & Management Forum

With the development of the Internet and new media technologies, social media has become a primary channel for users to obtain information, and naturally an important channel for enterprises to promote products, build brands, and achieve marketing conversion. This paper adopts a problem-oriented research method. Based on an in-depth investigation of the application status of social media marketing in small and medium-sized retail enterprises, it analyzes the problems of unclear strategic planning, insufficient data collection and analysis, homogeneous content strategies, and lack of budget and talent. It further proposes suggestions from the perspectives of clarifying marketing strategies and user positioning, deepening content innovation and scenario integration, optimizing conversion pathways, enabling technology and data-driven approaches, and leveraging platform policies and resource coordination. The study aims to provide effective support for small and medium-sized retail enterprises to further enhance their social media marketing capabilities and levels, thereby promoting the development of the retail industry.