This study sought to assess the effectiveness of social media marketing on selected beach resorts in Pantukan. The study is quantitative by nature and involved 485 Facebook users who follow the Facebook pages of beach resorts in Pantukan. A questionnaire was designed to measure the effectiveness of social media marketing. The said instrument was intentionally designed to suit the context of the study. The identified indicators of effectiveness are as follows: information, entertainment, convenience, self-expression, and social interaction. Results show that all indicators of effectiveness were all high. This means that beach resorts were effective in social media marketing.