You know you have to be on social media—and you’re probably not able to limit yourself to just one platform either. But what does all that effort cost you, and what does it deliver in returns? If you’re like many companies, it’s probably not something that you’ve had the luxury of spending much time on, but you should.

Your return on investment analyzes your cost and returns, which allows you to evaluate that number against goals. That in turn helps you create metrics that will allow you to measure your success, and track what’s happening on these vital customer contact points.

It’s not as difficult or complicated as it sounds—and this graphic will help.