It has become greatly important for small and medium enterprises to exploit and apply the benefits of e-social media tools in their business amid the current difficult econorhic time and crisis as a big number of their potential customers spend an enormou,s amount of their time on the e-social media services. The e-social media activities are now highly appreciated as they help enterprises improve their business efficiency, save costs, access potential customers and build up brand images, etc. The article generalizes fundamental theories on the research subjects, studies the situation of using social media tools to access customers, sell online and build up images in website www.lazada.vn by Internet Rocket Group, then comes up with some proposals to help Vietnam small and medium enterprises effectively exploit some marketing functions of the e-social media channels.