The development of communication tools has captivated a large number of people and facilitates exchanges on all levels. This situation now compels entrepreneurs to move toward online sales and marketing spaces through social media. This leads to a closer examination of the use of social networks for business promotion in Benin, particularly in Cotonou and its surroundings. The objective of this research is to study social perceptions of the use of social media in promoting businesses in Benin. Documentary research, observation, and interviews using tools such as reading sheets, observation grids, interview guides, and questionnaires were the methods used to collect both qualitative and quantitative data from seventy-two (72) participants, including citizens and entrepreneurs. A combination of purposive and random sampling was adopted, and the main analytical frameworks used are those from the sociology of digital uses (M. de Certeau, 1980; D. Cardon, 2019) and the theory of social representations (S. Moscovici, 1984). The results reveal that communication tools, particularly through social networks, influence all areas of activity in Benin. Thus, the way people use these tools and the ease of access to them generate a new dynamic in the choice of methods and techniques for business promotion. However, some individuals remain ambivalent, due to certain social representations. Keywords: Social perceptions, use, social media, promotion, businesses.