This research was done with the aim of designing and explaining the framework of innovative social media marketing strategies to deal with the effects of health crises on small and medium-sized companies. This research is applied in terms of purpose, exploratory in terms of approach, and mixed (qualitative-quantitative) in terms of data analysis. In the qualitative phase of the research, a group of experts including university professors, senior managers of small and medium companies, and experienced consultants in this field of social media based marketing were considered as the statistical population. In this phase, 15 experts were selected using the theoretical sampling method. The main tool of data collection in the qualitative phase of the research was in-depth and semi-structured interviews with experts. In the qualitative phase of the research, the data obtained from the interviews were analyzed based on the theme analysis method. In the quantitative phase, senior marketing managers of small and medium-sized companies operating in the country were considered as the population, and among them, 380 people were selected as a statistical sample based on the available random sampling method. In the quantitative phase of the research, a closed and researcher-made questionnaire consisting of 54 items was used as the main tool for data collection. The validity and reliability of this questionnaire was checked and confirmed in different ways. In the quantitative phase of the research, SPSS and Imus software were used to perform descriptive and inferential analyses. Finally, the results of the research led to the presentation of a comprehensive model consisting of five main themes and eighteen sub-themes. The main and sub-themes are presented below: Driving factors (online brand communities, social listening, customer participation marketing, prosumer, influencer marketing, gamification); Strategic factors (increasing engagement, product/service development, increasing brand awareness, creating word-of-mouth advertising, increasing brand credibility); Facilitating factors (brand associations, strengthening brand identity); Primary outcomes (correctly understanding consumer needs and opinions, creating value for consumers); Secondary outcomes (market development and new customer acquisition, sales promotion, loyalty promotion).
