You as a manager or leader have this opportunity to develop in your team a business assist category when discussing objectives or goals for your team or with an individual.
As in restaurant, a brand or an organization must invest a little time and effort in the definition of a strategy for their presence on social media: objectives, budget and team.
Apple said in its proxy statement that its generous stock awards reflected the team nature of its executives' work, and was based on two principles: that each "must demonstrate exceptional personal performance in order to remain part of the executive team" and that each must contribute to Apple's overall success "rather than focus solely on specific objectives".