Benchmarking of online social network is a tool for continuous improvement in an organizational setting. This study examines the underline practice of online social network in benchmarking the practice in small and medium scale enterprises in Malaysia. The study employed qualitative approach by interviewing small and medium enterprise owners. The result indicate there are changes in performance by adopting benchmarking for service delivery that result from using new medium. It also implied that benchmarking approach can lead to new innovation through the exchange of information in a secured business environment with a significant effect on the financial well-being of the business. The regulators are most significant in benchmarking to reduce the competitive behavior among the business of the same character. The limitation of this study is small sample size. Therefore, future study can be conducted using survey method and also by increasing the sample size.