Social media which differentiate the structure of communication in every field has given rise to a transformation in most of the actions from the communication between individuals to the communication between institutions. Social media communication has generated interpersonal interaction-oriented platforms and mediums that enable individuals to be influenced by each other’s opinions in different ways have emerged. Tourism activities have also received their share from this process and social media has become one of the main components of tourism marketing. In this direction, the purpose of this research is to examine the role of social media in tourism marketing according to gender, faculty, class, daily social media usage and year of social media usage variables. For this purpose, a face-to-face survey implementation was performed with 316 participants. As a result of the factor analysis of the scale that was employed in the study, it was found out that there is a positive, strong and significant correlation between the factors of; experience sharing, influencing, interaction and tracking. Furthermore, in the study, it was reached to the result that the increase in the daily internet use, daily social media use and year of social media use increases experience sharing, influencing, interaction and tracking behaviors towards tourism activities on social media. Therefore, it can be clearly said that communications that will be established on social media in tourism activities will have important consequences.