Figure 2
The diagram depicts a closed loop with three major boxes forming the vertices of a triangle, each representing a stage in a cyclical process. 1) Innovation (top vertex): A green box labeled “Implementation” details “Identify recent topics of interest in research and practice (trending); Verify innovation potential based on scientific methods; Engage with stakeholders and actors about innovation stream; Focus on selected number of topics for a dedicated timeframe; and Elaborate on selected topic and explain content and relevance”. 2) Interest (lower right vertex): A green box labeled “Implementation” details “Interest is increased by identifying target groups; Communication channel selection can support interest (Where are members of the target group?); and In social media contexts keywords and links are important in order to raise interest”. 3) Interaction (lower left vertex): A green box labeled “Implementation” details “Providing information in different forms (text, picture, video) might support interaction; In addition, different channels in the social media domain could support further communication; and Quotes from different perspectives can enhance this”. The three stages are connected in a triangle by thick, green, clockwise arrows: Innovation leads to Interest via an arrow pointing from the top to the bottom right; Interest leads to Interaction via an arrow from the bottom right to the bottom left; and Interaction leads back to Innovation via an arrow from the bottom left to the top. Three blue boxes, each labeled “Interrelation,” along the edges of the triangle depict the interrelations among the steps. The box at the right includes “Innovative topics foster interest; New topics can also support new ideas; Innovation processes lead to group talk; and Innovation examples and successes can lead to increased interest with several groups (promotion and content)”. The box at the bottom includes “Interest from different groups supports interaction due to different perspectives; and In addition, interest enables prolonged interest for actors, invest time (awareness)”. The box at the left includes “The interaction of differents actors might foster new ideas; and Interactions might further attract interest and create opportunities for innovation (community engagement)”.Interaction and implementation triangle framework for social media communications. Source: Created by authors