This article focuses on the role of social media within organizations and its impact on knowledge management. By addressing this issue the article tackles a blind spot in public relations research and seeks to engage the academy with emerging developments in practice. A new theoretical framework is introduced to guide future studies as well as practice. This integrates research on dialogue from management studies with inter-disciplinary insights linked to complexity science and commons theory. The study places social media in the realm of enabling leadership and highlights how it can contribute to the creation of a knowledge commons in the organization through particular conversational strategies.