This paper investigates how entrepreneurs’ social media use affects profitability in Greek wine firms. Specifically, we investigate the effect of social media use, firm characteristics, firm size distribution in the industry, and financial constraints of the firm on its profitability. Panel data was pooled from a total of 71 Greek wine firms over 3 years. The results are indicative that firms contribute to achieve higher profitability, by using social media, minimizing short-term indebtedness, and creating strategic goals with long-term advantages.