COMUNICAÇÃO ESTRATÉGICA PARA ECOSSISTEMAS DE INOVAÇÃO: Manual para Uso do Instagram pelo Ecossistema de Inovação de Naviraí/MS

Abstract

Innovation ecosystems have consolidated as fundamental structures for economic, social, and technological development, characterized by the interaction between multiple actors and the absence of rigid hierarchies. In this context, communication assumes a strategic role by contributing to the articulation, governance, and engagement of ecosystem participants. This study aims to discuss communication in innovation ecosystems, focusing on Instagram as a strategic channel, and to support the development of a communication manual applied to the Innovation Ecosystem of Naviraí/MS. Methodologically, this is applied research with a qualitative approach, using exploratory and descriptive objectives, conducted through bibliographic and documentary research, and benchmarking other innovation ecosystems. The results show that Instagram can be understood as a digital orchestration instrument, capable of aligning narratives, articulating actors, strengthening governance, and expanding institutional legitimacy. Based on the systematization of identified best practices, a communication manual was developed—presented as an appendix—which guides the operationalization of ecosystem communication on the platform. The study contributes theoretically by reinforcing communication as a central dimension of orchestration in innovation ecosystems and, practically, by offering an instrument applicable to communication management in territorial innovation contexts.

Keywords: Innovation Ecosystems; Orchestration; Digital Communication; Instagram; Communication Manual.