As society and the economy has become more knowledge and information intensive the implementation of information and communication technologies in organizations has become much more common. Access to communication tools and channels, previously limited to Communication Managers, is now becoming readily available to all employees. With the advent of social media, an ever-increasing number of communication participants and messages can be expected to impact organizing processes of the organization. How social media is used in informal internal communication is, however, an under-researched topic. Though previous research findings suggest that social media can be used to democratize organizational processes, very little is still known about the possible implications for the organizing of organizations. To better understand the new reality in which all employees are potential mass communicators, this study concerns itself with investigating who and what is getting the most attention in the microblogging taking place in an organization. Using content analysis, I study the use of hashtags and message posts through the lenses of the communicative constitution of organization (CCO) and sense-making theories. My findings reveal that the use of microblogging in this particular case is limited to a small elite who to a large extent set the agenda in the most prominent microblogg communication. This suggests that power is far from evenly distributed. Though the potential of social media is enormous, significant cultural barriers remain to its optimization. As the situation might be similar in other organizations, I suggest further research into the topic of power in the context of social media use in organizations.