Conceptual outlook to social innovation in EU

The generic theory of social innovation appeared in early 2000. Therefore, the role of social innovation was been increased in last decades in the light of macroeconomic transformation of World economy and the great development of social networks. Under social networking new business activites appear in the globalized market, even known as social business. Most programmes of the European Commision have orientation on a high speed of knowledge transfering from scientific research system to business or public life. New organization models of business use a tremendous amount of social information and usually social networks serve for the greater impact on improving structure of business environment and implementation of digital managerial solutions. Social networking serves for production of new knowledge and creation of the new ecosystems for social innovation. The authors of this article are presenting the new aspects of social innovation performance by using the content analysis for identification the role and functions of social innovation under digitalization of business environment. The research is focused on the clarification of social networking effects and better understanding why social innovation is becoming so powerful tool for business start-ups and social communication. The content analysis is used in case to highlight the comparative aspects of social innovation in different economical activities