This study explores the transformative role of social media in the business strategies of Uzbekistan’s small and medium-sized enterprises (SMEs), focusing on engagement, branding, and sales. Through qualitative case studies, it highlights platform-specific practices, challenges, and impacts on performance, providing actionable insights for leveraging digital tools in evolving market landscapes. This expanded analysis incorporates a broader review of digital transformation in emerging economies, a more detailed methodological framework, and a richer presentation of results, including supplementary data on platform-specific ROI and audience engagement trends. The findings underscore the critical need for agile and data-driven social media strategies to navigate the complexities of the digital age.