Brand presence on social media - Product/service experts and storytellers:

Use internal subject matter experts for dialogue around your product/service - which also can enhance, while building trust, the brands storytelling done 24/7/365 by internal and external storytellers.

Important to activate employees. If you manage to activate 10% you will reach a tipping point. 
Also the need for agency and brand to work 24/7/365 is crucial for relevance in the market and continouse strenghtening the brands storytelling and even better - producing stuff that results in people telling stories to each other.