Social media are extensively used by customers and businesses in the B2C domain but the objectives and the way the two parties use them are different. Based on the uses and gratifications theory, the article identifies similarities and differences in motives and use of social media in retailing. The study establishes that retailers attribute different values to social media tactics than the values experienced by customers and identifies differences in motives and usage of social media by the two parties. The findings underline the ambiguity as to the value and effectiveness of social media, underlying the need for better analysis and understanding of customer value drivers and expectations when business engage social media as marketing strategy. The findings form the basis of a social media B2C value gap model that identifies value gaps experienced by retailers and consumers using social media applications as part of their online and traditional interactions.