Social Media Marketing Strategy Framework of SMEs Using Customer Knowledge Management

Abstract

Social media has been taken as an important marketing tool for business today and it has also become increasingly imperative for marketers of SMEs to strategically utilize to attain competitive advantage and excellent performance. However, scholarly research on the social media marketing strategy of SMEs is still scant. To fill this research gap, this study proposes a social media marketing strategy framework for SMEs using customer knowledge management. The research captures the knowledge about customer by text mining and knowledge from customer by the Kano model revealing the critical requirements that will be used for the development of the social media marketing strategy framework, referred to as knowledge for customer. The strategy framework consists of the five common components for SMEs to conduct social media marketing which are Context, Channel, Content, Communication and Continuity. The study offers valuable insight into social media marketing improvement and customer knowledge management in enterprises.