Competência em informação: vulnerabilidade do processo de monitoramento de mídias digitais para a reputação das organizações

Abstract

In an increasingly digitized world, where the mediation between companies and consumers is done by online devices, the generation of data and digital trails have become intense. Consequently, from the business point of view, brand management in the 21st century has become even more challenging, especially regarding the qualification of labor. Therefore, this research aims to investigate the vulnerabilities of the process of information monitoring in social media in the light of information literacy and how the human-machine relationship affects the organizational memory. Methodologically, the 2015, 2016 and 2017 editions of the national survey on the profile of social media intelligence professionals were evaluated, as well as two questionnaires elaborated for the brief analysis from the point of view of the sociology of work. It was verified that 80% if the active professionals, between 26 and 32 years of age, learned the information monitoring in the daily work, in other words, they did not receive the necessary knowledge in the college, and their gross monthly salary remained between R$1.500 and R$3.000 in the last three year, indicating precarious working conditions.