The latest innovations in technology have changed the way people live and the way organizations conduct and promote their businesses. Social media has become an essential instrument for the tourism industry. Furthermore, selling tourism industry products through the virtual internet provides a real opportunity for SMEs. For Oman, this is critical to the country's development, as SMEs have the potential to be the engine of economic growth due to their large number, size, and types of operation. Therefore, this study aims to investigate the role of social media as a marketing tool for SME tour operators in Oman and the influence that social networking platforms have on enhancing business from the perspective of SME tour operators. This study built on Social Network Theory (SNT) as a basis for exploring the impact of social media networks as a marketing tool within Omani SME tour operators. SNT enables SMEs to understand and monitor the interactions and communications within the network that they have with their customers, as well as to glean insight into their online behaviors. This study is essential for SME tour operators in Oman to shed light on the importance of social media, as well as various strategies that could improve their business, allow them to grow in the tourism sector, and increase their customers' loyalty. It has significant implications for SME tour operators' social media managers, as they may gain insights that enable them to enhance their online marketing activities and sustain their bonds with their customers on social networking sites. This study applied the netnographic approach to collecting data from 15 SME tour operators using semi-structured interviews and online observations that have been conducted through the Instagram platform. The findings of this study contain four main themes: social media utilization, creating online networks, account manager role, and sustaining bonding. Thus, the study provides an explanation of a) SME tour operators' online behaviors while using social media platforms in their marketing activities, b) the impact of social media on SMEs' business, and c) how SME tour operators use social media to create and sustain bonds with their customers.