PLANNING, IMPLEMENTATION AND EVALUATION OF SOCIAL PROGRAMS: AN INNOVATION

Abstract

Two important challenges asserts in the social management: in one hand, to develop social protagonism in an organizational environment, culturally known by clientelist practices, that contribute to difficult successful partnership between the government, the civil society and the market, and on the other hand, the lack of intervention’s methodology able to produce effective social change. This article is the result of an attempt of building a theoretical and practical board of reference, which joins the idea of social capital in the planning, implementation and evaluation of social action made by private companies. By seeking to expand this discussion that surrounds the private companies´ social programs, the study works with two approaches, having as a background the production of social capital: the Company and The Community View. Therefore, the social responsibility programs of companies known as socially responsible from the region of Serra Gaúcha were studied, analyzing their contribution to the generation or strengthening of the social capital of the reached communities. As the most important elements of this new board of reference, are highlighted: the creation of participation structures, the development of social virtues, the strengtheness of family ties, the empowerment of communities, the performance in network and the encouragement to the interactions between the different agents involved in the social changing process.