In recent years the proliferation of a new technological evolution has aroused great interest from science and practice: social media. Subsuming different types of online applications where users can create, edit and share content, social media enables new forms of interaction with others. Organisations already recognise its relevance and start leveraging on it. Furthermore, organisations identify the role of service innovation as one major driver for economic growth and competitive advantage. Nevertheless, although social media affords organisations to interact with their customers, the potential for utilising it for improving their service innovation activities is almost unexploited yet. Therefore, this paper aims at providing a framework for supporting the use of social media affordances for service innovation. Its applicability is tested in the domain “government”. Based on theoretical constructs a conceptual analysis is presented, tested in a specific domain and supplemented by potential future research and implications for theory and practice.