<![CDATA[This study aims to analyze the role of social media in improving employee performance in MSMEs (UMKM) in Serang City. A qualitative approach with a case study design was used. Data were collected through in-depth interviews and participatory observations involving MSME owners, managers, and employees who utilize social media in their daily work activities. The results show that social media particularly Instagram, WhatsApp, and Facebook play a significant role in accelerating internal communication, enhancing work coordination, and strengthening employee collaboration. Additionally, social media motivates employees to achieve work targets by improving digital literacy and promoting engagement in promotional activities. The study also reveals that adaptive organizational culture and leadership support are crucial for the successful use of social media. Therefore, social media can serve as a strategic tool for human resource management in MSMEs if integrated wisely and supported by the development of employees' digital competencies.]]>
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