Walking and social media is no LOLing matter, Victoria police say.

A tourist is lucky to be alive after she fell into Melbourne's Port Phillip Bay while browsing on Facebook, police say.

The woman was walking along St Kilda pier engrossed in social media, when she walked off the pier into the icy waters of the bay about 11.30pm on Tuesday.

A quick thinking witness raised the alarm and police rushed to the scene.

Police on land were able to point out the position of the distressed woman, floundering in the water, to water police units who rescued her about 20 metres from the pier.

It is believed the woman did not know how to swim. She was taken to hospital for treatment.

There will be no need for a lost property report as the woman kept hold of her mobile phone throughout the entire ordeal.

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Omg god she couldn't swim!

"she walked off the pier into the icy waters of the bay"...icy waters of the bay? Surely they can't be that icy? It is summer after all!

I love that she never let go of her phone