Many of us have used social media to ask questions, but there are times when we are hesitant to do so. For example, when we are dealing with personal struggles that we don’t want others to know, we may end up searching online for help and advice, because we are not willing to ask questions that disclose our weaknesses and harm our social image that has been curated online. This psychological burden that prevents us from posting questions to social networks is called “social cost”. In addition to the concerns of harming social image, people are not willing to ask for help if it incurs obligation to reciprocate, discloses personal information, or bothers others. The great potential of social media in exchanging knowledge and support cannot be fully tapped if we do not reduce such social cost.