Complete Description:Use of social media has grown exponentially among all ages and groups in recent years and is an important trend for those interested in building financial capacity because close associates are known to be important sources of financial information and social media are being embraced most rapidly among financially vulnerable populations. However, little information has been available about how people communicate with each other about personal finance matters using social media. This study addresses this gap in understanding by examining interactions around personal finance in a sample of blogs and Internet discussion forums. Findings suggest that people are addressing topics online that personal finance professionals would consider ‘core’ to building financial capacity. In addition, they are taking advantage of the opportunity to discuss other topics that are not so easily classified, several of which contradict dominant models used to think about personal financial matters. Online communities appear to foster several kinds of interactions, and provide social support that could, according to learning and behavior change theories, be useful in initiating and maintaining positive personal financial behavior, particularly among vulnerable populations. Recommendations are offered for using results to strengthen financial education practice and inform further research.