With a little creativity, you can more clearly understand what social media delivers to your brand. Steven Johnson, assistant professor at Temple's Fox School of Business, offered the example of Campbell's Soup Facebook page. Campbell’s figured out that every time somebody printed a recipe from Facebook, they prepared it approximately 2.5 times and they used a Campbell's product 1.7 times. "Based on that, you're able to put a value on this action that you're trying to drive people toward," he said.