In this paper, the general use of multiple social media in organizations is investigated. As social media are increasingly adopted by organizations, there is a demand to understand how they are being incorporated in organizational settings. In the past decade a broad stream of research has studied how organizations use specific social media platforms. There is a lack of research, however, that focuses on more general, multiple use of organizational social media over time that includes social media use for both internal and external purposes, and what implications that use has on work practices and organizational structures. Hence, the aim of this paper is to study the organizational use of multiple social media in terms of what new work practices and organizational structures emerge and change over time. For this purpose, Orlikowski’s “practice lens” has been used to analyze the introduction and ongoing use of social media in a hotel chain over a period of seven years. The main contribution of the paper is providing a means to explain the new work practices and organizational structures related to organizational work that arise due to the use of multiple organizational social media.