Since the evolution of human being communication has played an important role in trade and business. Advancement in methods and medium of communication has given wings to marketing of goods and services in tourism as it is an information intensive industry. We have experienced diverse employability of Internet Communication Technologies (ICT’s) which has given rise to Social Media as an important tool of marketing communication. This conceptual paper argues over the nature of sustainability of Social Media platforms and its constituent elements. Tourists are actively participating in creating marketing content on social media platforms along with destination marketers and promoters. User Generated Content (UGC) on social media platforms have become important source to help tourists in making a purchase decision for online and offline tourism products. Social Media allows user to upload, share, interact and make collection of user controlled data which serves as a guide for interested tourists. It is a platform where both tourism destination marketer and tourists become an information generator, disseminator and user. The paper applies the concept of sustainability on social media as a marketing communication tool and brings out the insights of social media to be called as a sustainable tool. The available literature indicates that dimensions of sustainability (environmental, economic, and social) are applicable on social media platforms in terms of generating online content which is less expensive, environment friendly and self-sustaining.