This paper aims to examine the usages, facilitating factors, advantages, and barriers influencing the adoption of social media in Small and Medium Enterprises (SMEs) in Côte d’Ivoire. A questionnaire-based survey was used to collect data from 147 SME owners/managers in the Ivorian metropolitan areas of Abidjan and Bouaké. The results suggest that WhatsApp, Facebook, and TikTok are the most used social media platforms among Ivorian SMEs in order to build customer loyalty and interact with customers, and to increase their visibility and reputation. The determinants of adoption are ease of use, perceived usefulness and perceived benefits. The entertaining nature of social media, security and privacy concerns, and lack of trust in social media are the most significant barriers. SMEs in Abidjan appear to adopt social media more readily than their counterparts in Bouaké. The results of this study offer valuable information to SME owners/managers for adapting their adoption strategies.