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This paper seeks to discuss the outcomes of a road‐mapping research on social media project completed at VTT Technical Research Centre of Finland. Social media refer to a combination of three elements: content, user communities, and Web 2.0 technologies.

The paper utilizes socio‐technical road‐mapping to study the potential transformations of social media in the virtual and physical spheres.

Road‐maps were constructed in three thematic areas: society, companies, and local environment. The results were crystallized into five development lines. The first development line is transparency and its increasing role in society. The second development line is the rise of a ubiquitous participatory communication model. The third development is reflexive empowerment citizens. The fourth development line is the duality of personalization/fragmentation vs mass effects/integration. The fifth development line is the new relations of physical and virtual worlds.

The study of social media has been focusing mainly on its technological aspects from the current perspective. This paper forms a future‐oriented perspective to social media in a wider societal context.

The purpose of this paper is to report a new kind of workshop process which aims at co‐creation across disciplines in a service research network. The case concerns Technical Research Centre of Finland (VTT) and took place from January to May, 2009.

Both foresight and organizational learning methods are combined in the process. During workshops, researchers and management are enabled to co‐create interdisciplinary service research proposals and a service research strategy for VTT. The workshops are designed to facilitate a dialogue between users of the research and potential collaborators (universities, funding agencies and societal actors). This initiative reflects the current global service science discourse based on a renewal of service management through service‐dominant logic and network thinking.

Although the need for co‐creation across disciplines and together with the customer has often been stated in service research, methods enabling such a way of acting have rarely been tested and achieved. This method worked as a concrete way for managing future‐oriented networking across organizational borders as a basis for continuous learning and innovation.

The new approach to service science and the methods used in the VTT network are applicable in research practice.

The development process presented in this paper is an embryo for a new kind of research culture that fosters learning in networks as well as the shared and transparent planning of project proposals.

By creating the service science and business network and a process of learning by foresighting and evaluating our ideas on a concrete case are applied. This is believed to be the first time that methods of foresight and organizational learning have been combined. Furthermore, the process builds a research strategy both from below and above and together with customers and other collaborators thus establishing a network of co‐creation.