As the service sector has grown significantly in recent years, attention has shifted to service innovation. The key driver of service innovation is knowledge sharing, as it encourages the flow of new ideas and the decisions to apply new ideas (knowledge) onto products, services and organizational designs. The emergence of social media technologies, especially enterprise social media (ESM), has made knowledge sharing easier, but has also led to some negative outcomes. The purpose of this study is to understand how knowledge sharing through ESM can influence innovation in the service industry, and how the strength of this relationship is affected by the governance of ESM. The paper puts forward a conceptual model, and explains how it will be examined used mixed methods. The study will help managers understand how ESM can be used to support innovation in the service industry.