One of the interesting side effects of brands using social networking to communicate with their customers are the humanization of the formerly faceless brands. As NASA found by using Twitter to let the Mars Rover communicate with interested parties, people form an emotional attachment to what were formerly cold and lifeless objects. But what happens when those are brands, come to life? The results are fascinating. Take a look at the "tweets" today, left. That's a conversation between, ostensibly, Southwest Airlines and JetBlue . Both are active on Twitter, letting folks know of new routes, delays, and new features. Both are typical of Twitter, representing themselves as the brand, not as individuals of that brand. Thus, to the follower, while you "know" there's a human behind it, the brand is the voice. For that reason, the voice tends to be reflective of the brand: SouthwestAir is fun loving, chipper, and relentlessly upbeat; JetBlue is suave, slightly amu