This study uses Rutgers University–Camden's Local Knowledge Blog as a case study to examine how social media can move digital publishing beyond promotion of academic research to build and amplify voices outside the academy. In doing so, social media can further the civic engagement of universities by changing the focus on service-learning to a focus on co-generating research. This paper argues that social media can blend and expand civic engagement and digital publishing, helping move both to a broader paradigm of co-generating knowledge.