The pervasive use of social media is influencing change within organization. This paper uses sociomaterial lens with agential view to understand how social media is reforming strategy in Telecom organization through exploring changes brought by social media to organization, evaluating the changes with selection of strategic theories as well as providing insight on adoption of social media by telecom organizations. Following an interpretivist philosophy with exploratory purpose the study uses case study methodology employing secondary data and observation to explain how social media practices are shaping strategy at Vodacom. Social media is reforming strategy within telecom industry by exerting influence on organizational process for instance product development and marketing strategy.