关键词: 小微企业, 社交媒体可见度, 社会化客户, 客户关系管理, 信息沟通绩效

Abstract: The information communication capabilities of small businesses regarding social media as a resource will significantly improve the publics perception to social presence of their brands. This paper proposes a performance indicator of information communication named social media visibility, and confirms a new analytical framework of customer relationship management (CRM) capability, which includes six factors in three dimensions (information generation, information dissemination and responsiveness). With questionnaire survey and the actual operational data, this paper finds that the capability factors that promote small businesses social media visibility are: generating information frequently, disseminating information based on prize, and response capability based on service. The moderating effect shows that small businesses run by young owners have a stronger promoting effect of social CRM capability on visibility. These conclusions are of significance for small businesses to improve their survival and development. 

Key words: small business, social media visibility, social customers, customer relationship management, information communication performance