The usage of social media is increasing rapidly in organizations. Technology has long been considered to be one of the most influential elements affecting the rules of competition. Therefore both technology management and strategy has become an important task for many business organizations. Seen from an organizational perspective, social media can not only be used to create interaction between members of the organization, employees, and customers but also to create a shared organizational intelligence. Hotel organizations is the focus of this study. The objective of the study is to provide insights to the managerial and organizational perspective of the adoption of social media in hotel organizations, exploring how the strategy of adopting and managing social media is performed within the hotel organizations. The results show that the hotels of the case study are in the beginning of their path of forming a strategy for social media adoption that also works in practice, not just in theory.