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

摘要： 小微企业将社交媒体视为可用资源进行信息沟通的能力，将有力改善公众对其社会存在性的感知。本文就此提出社交媒体可见度这个信息沟通绩效目标，并以资源基础观和能力基础观为理论基础，确认了一个新的客户关系管理能力的分析框架——面向社会化客户的信息生成、信息传播和信息响应能力的三维六要素模型。通过问卷调查和收集实际运营数据展开定量分析，研究发现提升小微企业社交媒体可见度的客户关系管理能力分别为：经常性生成信息的能力、基于奖励的信息传播能力、基于服务的信息响应能力；并且，基于内容的信息响应能力也在多项检验中具有显著性。调节效应还显示，年轻企业主经营的小微企业，其社会化客户关系管理能力对可见度的促进作用更强。本文探讨了小微企业在网络经济下的社交媒体行为，对于提升小微企业生存能力具有重要实践意义。

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