This paper reports on a failed experiment to use Wiki technology to support student engagement with the subject matter of a third year undergraduate module. Using qualitative data, the findings reveal that in an educational context, social technologies such as Wiki's, are perceived differently compared with ordinary personal use and this discourages student adoption. A series of insights are then offered which help HE teachers understand the pitfalls of integrating social technologies in educational contexts. (Contains 1 figure and 3 tables.)