The study examines the impact of social media analytics on strategic decision-making in small and medium enterprises (SMEs). Using Structural Equation Modeling (SEM) with SmartPLS 4.1, the research analyzes data from 200 SMEs actively using social media for operations and marketing. The findings indicate that social media analytics significantly enhances organizational innovation and adaptability, which in turn positively affects strategic decision-making. The study highlights the importance of social media as a strategic resource in a dynamic business environment and provides valuable insights for SME owners on the critical role of social media analytics in enhancing strategic decisions. The research extends the literature on social media analytics and strategic management within the SME context and offers practical guidance for integrating social media analytics technology into decision-making processes to boost adaptability and innovation.The study examines the impact of social media analytics on strategic decision-making in small and medium enterprises (SMEs). Using Structural Equation Modeling (SEM) with SmartPLS 4.1, the research analyzes data from 200 SMEs actively using social media for operations and marketing. The findings indicate that social media analytics significantly enhances organizational innovation and adaptability, which in turn positively affects strategic decision-making. The study highlights the importance of social media as a strategic resource in a dynamic business environment and provides valuable insights for SME owners on the critical role of social media analytics in enhancing strategic decisions. The research extends the literature on social media analytics and strategic management within the SME context and offers practical guidance for integrating social media analytics technology into decision-making processes to boost adaptability and innovation.