Purpose: The purpose of this paper is to present a case study from which a framework for the purposeful building of knowledge communities by means of social media is formulated.

Design/methodology/approach: The approach first takes the form of a literature review. Based on a review of literature as well as on various data sets and surveys within the case study organisation, a social media tool is developed and implemented as a platform to build a knowledge community.

Findings: That there is a need for more information by means of practical experimental in the current literature. In addition to this, eight steering points for constructing a framework of best practice in the purposeful creation of knowledge communities are submitted

Research limitations/implications: The above-mentioned points are still undergoing field evaluation and further analytics is been undertaken.

Originality/value: the paper provides detail into a social media campaing. Further corporations will be able to build on the findings to construct a framework for the purposeful reaction of communities facilitated by social media technologies