The introduction of a social software blog space called the Trading Room in an undergraduate finance unit generated a great deal of activity to support student learning. A subsequent evaluation of this innovation, viewed through the lens of Activity Theory, demonstrated that students perceived high value in the opportunity it provided for them to reaffirm theories, obtain individualised feedback and benchmark their work against others. While assessment is generally seen as the carrot and the stick of learning; students in the study reported that they would still participate in reading and posting to the "Trading Room" even if there was no assessment requirement. Students did not see any value in the environment as a purely social space, reporting that they saw it primarily as a professional educational community. It would appear that just as there are different communities in the real world social space, there are also different types of communities in the online space. (Contains 3 tables, 1 figure, and 1 note.)