In my opinion Comcast has it figured out. Frank Eliason uses a touching personal story to make a great point about why it's so important to represent businesses on social networks with real people. Hiding behind a logo and generic bio is contrary to the reason social networks exist...to allow real people to connect with others they know or are interested in.

I like this article from Outspoken Media. In the uptake of social media don't forget about the digital platform you own....your web site(s). It's really the only one you can control and have ownership of indefinitely.