Jason Miller of Zoomerang believes that companies don't have to look far and wide for the right brand advocates to push initiatives online and through social media.  Writing at Marketing Profs, Miller makes the case for tapping into inside talent.  "Encouraging your employees to openly discuss your brand online can have a “humanizing” effect, ultimately increasing positive consumer perception," Miller writes.  And he outlines a plan for getting the best employees involved.  First, you need to have a clear social media policy.  But once you do, Miller believes in choosing the right employees, from a variety of divisions within the company, and having them lead a social media initiative (no micromanaging).  And Miller advises managers "inspire" participation in social media:

Encourage them to write a blog post on a topic of interest that relates to your industry. Creating a simple blog template for employees to use can be a great tool to eliminate any barriers to writing a post. Content Rules offers excellent sample templates.

Encourage participation in LinkedIn groups. This can be a tremendous opportunity to share expertise, gain valuable insight, and keep abreast of the latest trends.

Make sure employees who participate in Facebook, Twitter, and other online conversations know where to turn for guidance in the case of a questionable post.

Have employees share or comment on relevant articles and stories about your field or business on social aggregators, such as Digg and Stumble Upon. That can lend credibility to your business.

Read Use the (Work) Force to Build Brand Awareness here.