Social media is a growing phenomenon and have the biggest impact on organizations’ continual communication with customers and the public. It also plays increasingly important role as a marketing platform. Even though social media has been recognized as the most powerful medium in business practice, there is lack of understanding in terms of how social media benefits the organization. Therefore, this study using mixed method techniques such as website analysis, interviews and survey aims to investigate the various factors that influence the social media usage and its subsequent impact on organizations. Based on the qualitative findings and literature review, the TOE framework was identified as the appropriate model for this study.