Functional theories of translation studies are often used to guide the localized translation of traditional marketing and advertising texts, including websites. Today, social media marketing facilitates the global diffusion of a company's advertising message, yet smaller businesses such as those in the tourism industry often lack resources to create multiple localized campaigns on social networking sites. Due to the global nature of the product offered, these small tourism companies frequently serve markets that do not share a common language, yet the Ecuadorian small and micro tourism enterprises studied in this thesis rarely implemented language-specific pages for each market. Survey results and first-hand observation of company strategies show that most companies studied were not consistently reaching their multilingual audience on social networking sites. To address this issue, functional theories of translation studies such as Vermeer's skopostheorie were used in this thesis to devise a framework to guide the process of multilingual marketing on single page social networking sites for companies targeting markets with complex communication and translation needs. The expansion and application of functional theories of translation studies to this marketing dilemma benefits companies by providing practical recommendations toward the more consistent and effective implementation of multiple languages on a single site.