In a highly globalized and competition driven business world the role of social is growing. Social media is increasing. The social media has become a tool for marketing. Nevertheless the evaluation of investments in the social media and its benefits is still lacking. The proposed Stella-Excel model is based on scientific research, statistical data and observations of social media user online interactions. Five of the largest restaurants located in Jelgava town were assessed. Research period: 2015 – 2016. Partly structured interview method is used to acknowledge opinion of restaurant owners’ or employees’ about the impact of social media activities on the business environment along with a questionnaire to examine social media usage habits is deployed. Results show indicate that the social media has an impact on the restaurant business and customer habits in Jelgava town, however none of the assessed restaurants have gained the maximum benefit. The designed model is suitable for assessing the benefits of investments in the use of social media in other business fields.