Organizations are increasingly employing social media in business and this phenomenon has also attracted attention from researchers. Social media is used in value co-creation to allow consumers to take an active role and co-create value for companies. However, the way in which social media can enhance an enterprise’s value co-creation capability has not been studied to the same extent. Based on the technology affordance theory and value co-creation theory, this study examines how social media can help to leverage value co-creation. We present an exploratory case study based on the qualitative date collected in an online travel service company. We find that the case company applies social media due to its dialogue, accessibility, monitorability, and transparency affordances, which aid cooperation and co-create value with customers. The findings of the investigation provide empirical evidence illustrating the social media affordances of value co-creation.