ocial media has become a dominant subject in tourism and hospitality research. Given the importance of social media in the customer journey, destination marketing organizations (DMOs) need to understand the effectiveness of their social media activities. This paper analyses the relationship between DMOs’ marketing spending and staffing and various social media key performance indicators (KPIs). We used an online questionnaire to collect data about social media activities and respective marketing budgets of DMOs in Switzerland for the reference year 2014. We also gathered social media KPI figures of the five main social media platforms used by these DMOs (i.e. Facebook, Twitter, Google+, YouTube, and Instagram). Our results suggest that DMOs’ investments in social media (allocated resources for marketing, online marketing, and especially social media) correlate with identified metrics for measuring social media success.