The COVID-19 pandemic has generated profound and multidimensional impacts on economic and social structures worldwide, particularly affecting micro, small, and medium-sized enterprises (SMEs) in Iran. In this context, social media emerged as a critical platform for sustaining business operations and facilitating adaptation to crisis conditions. This study aims to examine the patterns of social media usage among Iranian business practitioners during the pandemic and to identify the key opportunities, challenges, and transformations in their business models.

This research adopts a qualitative approach based on semi-structured interviews with 30 SME practitioners. Data were analyzed using thematic analysis with MAXQDA 2024 software. The findings reveal that social media significantly contributed to increased online sales, reduced marketing costs, enhanced customer interaction, and the development of innovative products and services. Furthermore, these platforms strengthened economic resilience and enabled the creation of new employment opportunities, particularly for women and young entrepreneurs.

Despite these advantages, several challenges were identified, including inadequate digital infrastructure, lack of comprehensive legal support, online payment limitations, and intensified market competition. The results also indicate a substantial shift in consumer behavior toward online purchasing, along with increased trust in digital communication and transactions. In addition, the pandemic experience encouraged businesses to adopt a more future-oriented and digital-centric perspective in their strategic planning.

Overall, social media functioned as a vital tool for business survival, adaptation, and transformation during the COVID-19 crisis. The findings provide valuable insights for policymakers, entrepreneurs, and researchers seeking to enhance digital capabilities and strengthen economic resilience in times of crisis.