Empreendedorismo e redes sociais: o uso da tecnologia para conquistar novos negócios.

This study aims to analyze the use of social media as a strategic tool for entrepreneurship, especially among small and medium-sized entrepreneurs. The research adopts a qualitative, exploratory, and bibliographic approach, based on the analysis of scientific articles published between 2010 and 2025, in order to understand how digital platforms contribute to the creation, development, and consolidation of businesses within the Brazilian context. The results indicate that social media plays a central role in product promotion, brand identity building, and strengthening customer relationships. Platforms such as Instagram, WhatsApp, and TikTok stand out for their ability to provide visibility, direct interaction, and real-time feedback. Additionally, social media has proven to be a space for learning and innovation, where entrepreneurs test ideas, validate products, and develop essential skills for managing their businesses. The study also found that, although many entrepreneurs use these tools intuitively, there is a significant gap in their professional and strategic application. The lack of technical knowledge, planning, and training may limit the full potential of these platforms. The analyzed articles also highlight the importance of social networks in building social capital, granting access to resources, partnerships, and business legitimacy. It is concluded that social media platforms are not merely communication channels, but multifunctional environments that foster sustainable growth, economic inclusion, and innovation in the entrepreneurial landscape. To use them effectively, entrepreneurs must invest in digital planning, relevant content production, and continuous performance analysis.