This study examined how social media usage impacts the performance of Small and Medium Enterprises (SMEs) in North Central Nigeria. It specifically explores how different platforms affect various aspects of business performance. As SMEs increasingly turn to social media for marketing, engaging with customers, and improving operational efficiency, there’s still a lack of solid evidence regarding their effectiveness in North Central Nigeria. This research tackles the unclear and inconsistent effects that individual social media platforms have on key performance indicators for SMEs in the area. To fill this gap, the study employs a descriptive survey research design. Researchers gathered data from 360 SMEs throughout the North Central geopolitical zone of Nigeria using structured questionnaires. The data was analysed using linear regression techniques to assess the individual and combined impacts of Twitter and Snapchat on metrics like profitability and customer patronage. The findings indicate that Twitter usage notably boosts profitability and that Snapchat had a positive, though less pronounced, effect on customer patronage. Based on these findings, the study suggests that SMEs in North Central Nigeria should strategically align their social media activities with specific business goals. It also recommends that SMEs in North Central Nigeria have a fantastic opportunity to enhance their performance by making the most of various social media platforms such as Twitter and Snapchat, SMEs can increase their profitability by actively interacting with customer, answering questions, sharing promotions, and tapping into trending hashtags.

Keywords: Social media, SMEs & Performance