This study explores the reason for which Small and Medium Sized firms (SMEs) are adopting social media. Also, this study would investigate the way in which these SMEs measure Return on Investment (ROI) from using social media as marketing tool. The primary data are collected from questionnaire with 160 managers within the context of Kuwait and then analysed through SPSS. The findings indicate that SMEs managers tend to use social media for its perceived usefulness and perceived ease of use. Nonetheless, there was no clarity about the ways in which managers can measure the ROI on social media. Adopting social media strategy requires a specific investment on long-term basis as this platform is concerned mainly with the relationship built up between the people and the companies. In order to make sure that organisations are generating the expected outcomes, it is required for them to spend ample time with the customers so as to encourage open conversation with them. This helps to develop effective relationships with the customers thereby attaining their long-term loyalty and commitment towards the companies. As overviewed from the study, social media is a huge platform which is used by the companies to highlight their offerings to the public. Hence, the tone of the messages or contents must be simple and sober for attracting a large mass of customers.

By analysing the findings of the study, it can be said that further research is highly required in this context so that the effectiveness and importance of using social media model can be accurately framed with relation to the SMEs. This will help in understanding how the SMEs can use social media and which platforms are suitable for executing their business purposes. Also, for measuring ROI, research can be done on examining some specific industries to get the exact responses of the industries. Moreover, future study will also help to analyse whether SMEs find social media model difficult or easily attainable while implementing it in business.