This paper analyzes how Social Media Marketing (SMM) tools affect firms’ online visibility and proposes an applied IT extension that transforms descriptive SMM practice into an implementable digital solution. Using three Belarusian case studies (LLC “Pnevmotekhtsentr”, Tourist Complex “Krasny Bor”, and OJSC “Savushkin Product”), we compare multi-platform performance by observable social signals (subscribers, posting activity, and engagement) and derive unified indicators for cross-platform assessment (e.g., average likes per post and engagement per subscriber). The main contribution is a technical blueprint for automating SMM monitoring and decision support: (i) a data collection layer (platform APIs / structured scraping), (ii) an analytics layer that computes normalized visibility and engagement metrics and generates trend alerts, and (iii) a recommendation layer that outputs platform-specific actions (content timing, hashtags, targeting, and influencer collaboration). To strengthen the IT component, the paper also proposes a Telegram-based digital assistant (chatbot) for customer interaction: onboarding via a short questionnaire, rule-based dialogue management, a lightweight content recommendation module, and event logging for iterative improvement. The proposed workflow also defines a pilot evaluation path through chatbot retention, CTR, completion rate, and feedback-based monitoring. The proposed architecture provides a reproducible path from raw SMM statistics to software modules that may support pilot implementation in small and medium firms seeking to improve visibility and customer communication.