Instrumento de gerenciamento de reputação nas redes sociais online como suporte ao processo de gestão da inovação tecnológica

Abstract

The second generation of Internet, known as Web 2.0, has been revolutionizing the way that government, companies and society interact, work, communicate and share knowledge. Part of the phenomenon, online social networks constitute a strong convergence of dialogue, engagement and interaction of millions of users around the world. So, Web 2.0 is being used as a support to organizational strategy and business. In the innovation field, there are multiples opportunities that arise due to the good use of this flow of information and knowledge in online social network channels. But, how to do it? Since nothing was identified in the scientific literature in this specific respect, this work presents a tool for managing reputation of brands, products and services in collaborative Internet, as a form for evaluating its contribution potential to the process of technological innovation management. The construction of the instrument resulted in five steps: scoping; sources identification; quantitative assessment of reputation; qualitative assessment of reputation and technological innovation planning support. Methodologically, the work started with a theoretical base review, advanced to the elaboration of an instrument´s first draft, followed for the submission of this first proposal for evaluation by six experts, and finally resulted in the instrument´s revision according to suggestions received – configuring, thus, a method of face analysis. For 30 evaluation aspects, experts have signaled agreement (partial or total) with 29 of these, providing an approval rate of 96.7% to the developed instrument. Partial agreements, and also the only disagreement detected, were accompanied by suggestions for instrument´s improvement. Results demonstrated that the instrument presented can be used for purposes of support to technological innovation management. Although corporate reputation on Web 2.0 is still a very early field for the innovation management, tendency is for major development, so that eventual additional scientific researches will help to consolidate knowledge in this area - suggesting, especially, following case studies of practical application of the instrument presented in this paper, automation opportunities of this one, evaluation of hoax (false stories) influence in social networks and profile study of the instrument with the consume chain (buyers, purchase influencers and end users).