Previous studies have primarily analysed religious media practitioners (RMPS) as authoritative figures who either challenge or project online traditional religious authorities. However, the routinised internet becomes more of a resource used by RMPS to communicate religious message. Given this, our study focuses on RMPS agency manifestation when they mobilize the internet as a resource. We conceptualize agency as related to structure (Sewell, 1992) and unfolding across time (Emirbayer and Mische, 1998). Our analysis is based on two cases from the Russian Orthodox Church. We argue that religious socialization (internalized schemas and access to resources) empowers RMPS agency and shapes the format of media project (traditionalist ministry or modernist missionary work). It affects the way RMPS ‘manoeuvre’ between Orthodox and media schemas while working on social media – they either reproduce the bounded community space or stimulate open discussions. In both cases RMPS’ knowledge endows them with certain power over hierarchy.