Social media evolved from a mere source of entertainment into a serious and effective marketing and communication tool. Numerous researches on social media demonstrated that it can improve company communications and marketing strategies contributing to the overall prosperity of a business. Considering the effectiveness of social media in generating sales online, this study aimed to determine the effectiveness of social media as sales strategy in terms of reliability, aesthetic, technology, security, price, and amount of interactivity. A descriptive research was conducted targeting 200 social media buyers through purposive sampling. Responses were gathered using a survey questionnaire and results indicate that respondents perceive price in social media as the most effective sales strategy among the variables identified with reliability as the least effective.