STRATEGIC COMMUNICATION ON INSTAGRAM AS AN ORCHESTRATION INSTRUMENT IN INNOVATION ECOSYSTEMS: development of a manual applied to the Naviraí/MS Innovation Ecosystem

desenvolvimento de um manual aplicado ao Ecossistema de Inovação de Naviraí/MS

Abstract

This practice report aims to present the development process of a communication manual for the Instagram of the Naviraí/MS Innovation Ecosystem (ELIN), understanding digital communication as an instrument for articulation, governance, and engagement. The practice was conducted through a qualitative approach, involving a literature review, documentary analysis, and articulation with the ecosystem context, allowing the translation of concepts such as orchestration, governance, and engagement into operational guidelines. As a result, a manual was developed and presented as an appendix, systematizing orientations on content production, interaction with actors, algorithmic functioning, and strategic platform management. Among the challenges, the lack of previous communication systematization and the need to adapt theoretical concepts to practice are highlighted. As a learning outcome, it is evident that communication must be treated as a strategic dimension of innovation ecosystems, contributing to aligning narratives, increasing visibility, and strengthening the articulation between actors.