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Social media adoption by firms around the world has increased over the years because it offers them various opportunities such as social media marketing. However, little is known about how smaller firms in West Africa use social media marketing to sustain their day-to-day operations and improve their performance. Through a multiple case study, this article aims to show how small and medium-sized enterprises (SMEs) in Burkina Faso perceive social media, how they use it to sustain their day-to-day operations, and the benefits they get from it. An additional purpose of this study is to examine the social media platforms used on a regular basis by these SMEs and the barriers they encounter when they want to use them effectively. Finally, the impact of social media on SMEs’ performance is presented