This article reports findings from a phenomenographic investigation into career practitioners’ ways of experiencing social media in career services. Focus‐group interviews were conducted with 16 Danish and Finnish career practitioners with experience using social media in career services. Four qualitatively different ways of experiencing social media in career services were identified. Social media in career services was experienced as (a) a means for delivering information, (b) a medium for 1‐to‐1 communication, (c) an interactive working space, and (d) an impetus for paradigm change and reform. The results suggest that models of career intervention and ways of experiencing social media appear to be intertwined. The hierarchical structure of the findings may serve as a tool that enables career practitioners to deepen their ways of experiencing and understanding social media in career services by using the critical aspects that were identified.