For your people to be active communicators of your brand message and your brand promise, you need to think about three things.

Your people need to be inspired.
Your people need to be prepared.
Your people need to have the right tools and resources to represent our brand on social media would be easy for them.

Don’t forget to notice, appreciate people who are already visible on social media, and celebrate even small successes because your people’s visibility on social media would attract people from outside and inspire people in your company.