It's not always easy to put the ROI in a direct line correlation to the LIKES on facebook or the followers on Twitter, but with some proper analytics the story of social media's success will become easier to justify. The CEO may not understand how "activity" equals revenue. It is our job as social media strategists to prove that value and in doing that, sustain the support for the social media outreach program. The sales pitches need to stay internal to the corporate executives and not become the pseudo-social "voice" of your company.
If you do not ask your people on a regular basis, "How can I help you kick ass," you are missing a big opportunity for growth. Growth in the relationship between you and the team member. And potentially, if the process is followed through with focused and deliberate action, you can inspire people to do great work.