Social media has changed the landscape of human communication and interaction. Scientists, researchers, and scientific organizations are now gradually engaging in these online platforms. Understanding how social media works requires a closer look at the current practices and beliefs of its users. This study sought to determine how an undergraduate student organization used social media in achieving its goal of promoting the geosciences. It also aimed to describe the perceived usefulness of social media in this endeavor. To this end, members of the University of the Philippines Geological Society answered an online survey. Results revealed that the majority of the respondents use social media to acquire and disseminate geoscience-related content. They expressed positive perceptions of its use in promoting the geosciences. Content analysis of the organization's Facebook page showed that it was used for academic and non-academic organizational activities. It is recommended that similar studies involving more groups and social media platforms be conducted.