Innovation in Software as a Service: Functionalites in Social Media Monitoring Tools

Abstract

This article aims to describe the launch of incremental innovation in social media monitoring software. The tactic, typical of SaaS (software as a service) products, is in line with the concept of perpetual beta, which is characteristic of social media and web 2.0. As a case study, we bring the reference to the release of network-based analysis modules in four service providers: Sysomos, Pulsar, Digimind, V-Tracker. It is proposed the relevance of the description and visibility of these organizational actors, especially as conditioning actors of interactive online environments through the relation between innovation and particularities of digital communication.