Social media analytics significantly impacts strategic decision-making in small and medium enterprises (SMEs), as demonstrated by this study. Using Structural Equation Modeling (SEM) with SmartPLS 4.1, the research analyzed data from 200 SMEs actively using social media for operations and marketing. The findings reveal that social media analytics enhances organizational innovation and adaptability, which in turn positively affect strategic decision-making. This study highlights the importance of social media as a strategic resource in a dynamic business environment, providing valuable insights for SME owners on the role of social media analytics in improving strategic decisions. The study explores the relationships between social media analytics use, organizational innovation, adaptability, and strategic decision-making. Hypotheses were tested, and results showed that social media analytics use has a direct positive effect on strategic decision-making. Additionally, organizational innovation and adaptability partially mediate the relationship between social media analytics use and strategic decision-making. These findings suggest that SMEs that innovate and adapt based on social media insights are better positioned to make effective strategic decisions. Theoretical contributions include extending the literature on social media analytics and strategic management within the SME context. Practically, the results offer actionable insights for SMEs to integrate social media analytics into their decision-making processes, enhancing adaptability and innovation. The study also demonstrates the practical application of SEM in analyzing complex models in business research, contributing to methodological advancements in business analytics. By leveraging social media analytics, SMEs can enhance their decision-making processes, adapt more swiftly to market changes, and foster innovation, securing a competitive position in the digital marketplace.Social media analytics significantly impacts strategic decision-making in small and medium enterprises (SMEs), as demonstrated by this study. Using Structural Equation Modeling (SEM) with SmartPLS 4.1, the research analyzed data from 200 SMEs actively using social media for operations and marketing. The findings reveal that social media analytics enhances organizational innovation and adaptability, which in turn positively affect strategic decision-making. This study highlights the importance of social media as a strategic resource in a dynamic business environment, providing valuable insights for SME owners on the role of social media analytics in improving strategic decisions. The study explores the relationships between social media analytics use, organizational innovation, adaptability, and strategic decision-making. Hypotheses were tested, and results showed that social media analytics use has a direct positive effect on strategic decision-making. Additionally, organizational innovation and adaptability partially mediate the relationship between social media analytics use and strategic decision-making. These findings suggest that SMEs that innovate and adapt based on social media insights are better positioned to make effective strategic decisions. Theoretical contributions include extending the literature on social media analytics and strategic management within the SME context. Practically, the results offer actionable insights for SMEs to integrate social media analytics into their decision-making processes, enhancing adaptability and innovation. The study also demonstrates the practical application of SEM in analyzing complex models in business research, contributing to methodological advancements in business analytics. By leveraging social media analytics, SMEs can enhance their decision-making processes, adapt more swiftly to market changes, and foster innovation, securing a competitive position in the digital marketplace.