The purpose of this research was to investigate and understand the role of social media in hotel and destination marketing. The last two decades, social media has risen and integrated into all the aspects of social and work life, including the industry of tourism, changing completely the way people travel, communication between the tourists and tourism organizations, the way the organisations run the business, behavior and the needs of tourists. Many researches have shown that the role of social media in tourism marketing is big, important and significant since it is not only integrated into marketing department, rather all the hotel’s departments and the overall business of the organization. For the purpose of this research content analysis was done as a method, which was exploring social media platforms of Instagram, Facebook, Twitter and YouTube of a 5 star hotels in Dubrovnik and nearby area during the period of 30 days in pre-season time. The research produced the results that showed low activity of 5 star hotels in Dubrovnik for the usage of social media as well as the insufficient posting of the content that promotes hotel and its activities, destination and its activities and that communication engagement for building the relations with customers on social media is very low.