Social media engagement, organizational agility and digitalization strategic plan to improve smes’ performance

Sustainability in the post pandemic era is very chal lenging. Every business entity including small medium enterprises (SMEs) needs a more valuable strategy to adapt to dramatic changes, such as strengthening digitization to improve SME per formance. The industrial revolution 4.0 confirms digitalization as a strategic plan for SMEs in realizing a digital-based work culture. Digital skills are one of the skills to maximize the use of infor mation and communication technology (ICT) in business. As an illustration, using social media to build brand reputation, promote and interact with customers. We also believe that digitalization can make SMEs more agile, as they are more adaptive to all changes and pressures from the external environment. This article aims to describe and analyze models for improving the performance of SMEs through agility, social media, and digitalization-based strategic planning. Data were collected from 239 SMEs in creative industry. The data were analyzed using SmartPLS analysis. The results showed that digital skills can increase the use of ICT, social media engagement, and organizational agility in SMEs. This article provides practical insights for SMEs to be more sustainable and competitive in the future