Web 2.0-based online communities - and social networking platforms in particular - are enabling users to create their own content, share this content with anyone they invite and organize connections with existing or new online contacts. The underlying processes are self-directed and represent a valuable source for creativity and innovation – especially outside firms‟ boundaries. The basis for our research in progress is a framework which focuses on the relations between intrinsic motivation, creativity and Web 2.0-based online communities or social networking platforms. First results of our exploratory empirical investigation of a specific social networking platform suggest that our two propositions are valid.