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Educators are developing broad Personal Learning Networks (PLN) through social media such as Twitter, Google+ and blogs. These social media platforms allow teachers to virtual visit other classrooms, seek advice from mentors, and find support from colleagues. This case study investigated the use of social media to conduct a voluntary, online professional book club for educators. Each summer, since 2011, educators have read a professional book together and posted their responses through Twitter, blogs and Google+. This study sought to understand the motivation of the participants, the self-reported levels and ways of participation, and the perceived benefits and challenges of participation. Data was collected from an anonymous survey of participants and in-depth interviews with participants.