Pretty late on the bandwagon here but I love this video by Bodyform - it shows how having a bit of fun with people's tweets can be really successful.
Another example of this is when O2 found themselves in a twitstorm crisis after their mobile network went down. O2 took a humorous approach to some of their responses which took everyone by surprise and resulted in thousands of retweets in favour of O2...
It's important for companies to take a friendly and human tone on Twitter where appropriate - everyone likes a funny guy.
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