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This study focuses on online social media adoption and usage for da’wah (missionary activities) purposes. The presence of second generation of internet, which is often called as web 2.0, has enabled the emergence of social media adoption and use to allow interactive and real time communication among societies. However, Muslim societies in particular Muslim scholars have yet to get benefits from the online social media technology. Instead of utilizing the technology to maximize delivering Islam messages to ummah, many Muslim use the social media merely for fun. Current fact shows that more than 39 million Indonesian have utilized online social mediawhich means there is a potential opportunities to generate benefits for delivering Islamic message, such as through da’wah h, to our society. Despite a number scholars have addressed the possibility of practicing da’wah through internet but there is a lack scientific study on how da’wah should be delivered through the technology. Our findings show that some key Muslim figures and groups have adopted and use social media dan muslim groups to deliver da’wah effectively. We conclude that social media should be adopted and used by Muslim to improve da’wah scalability among societies. Therefore, da’wah strategies and paradigms should also redesign in respond new technology emergence. Future research and limitation are also addressed.