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Recent studies have highlighted the critical role of social media in professional contexts. However, not many studies have analyzed how social media improves the effectiveness of employees in terms of their interactions with customers. Drawing on dynamic resource theory, this study aimed to identify the conditions under which strategic and managerial capabilities linked to social media influence employee performance. To this end, a survey was conducted with 164 managers who use social media to manage their customer relations. The data was analyzed using SmartPLS4 software. Our results highlight that the interpersonal skills adapted to social media, combined with a strategy focused on customer relations, significantly increase employee performance. However, the impact varies according to company size: the employees who handle social media in large companies will perform better if their responsibility is delegated; in contrast, in small-and medium-sized companies, the centralization of the decisions regarding social media by their management is essential for enhancing employee performance.