Synopsis When the pandemic put a stop sign on future plans of flourishing small businesses, a homegrown baby products firm recalibrated using social media tools. Building a social media presence in today’s era has many benefits for small businesses. While it is true that the pandemic halted businesses around the world, adversely impacting the small businesses, the Internet remained open. Social media became an important tool for many SMEs to engage with and leverage the platform to use it for their benefit. Apps such as Facebook, Instagram and WhatsApp played a key role in enabling these businesses to make a new start and optimise their customer engagement.