As part of its efforts to support entrepreneurship in West Africa, social media giant Facebook hosted a roundtable for small and medium sized enterprises (SMEs), according to a report published by Ghana Web.

The session gave business owners a masterclass in using social media to promote their business to a relevant audience. Some 54 percent of Facebook users in Nigeria are connected to SMEs, according to the company, and the platform is cheap and easy to use.

“Africa is home to some of the world’s most vibrant and exciting small businesses, and these enterprises are the backbone of the economy. These smaller businesses drive economic growth and create jobs that lift people to prosperity. The number one reason they succeed or fail is their ability to attract customers. As more and more people turn to smartphones and the web to discover and connect with their businesses, Facebook is the best platform for African SMEs to promote their brands,” said Nuru Ntshingila, Head of Africa for Facebook.

Several African cosmetics producers have used social media to connect with customers. Ghana-based Skin Gourmet Limited, a manufacturer of organic skin care, has reported a significant ROI on time and money spent on Facebook, in the form of increased brand awareness and customer engagement. Fabulosity Hair and Fabulosity Cosmetics, meanwhile, appreciates the flexibility of being able to adjust spend on a monthly basis.