finding your "brand voice" on Twitter

This is a good post from Mashable about the importance of companies finding their "brand voice" on Twitter. As he notes, companies "must consider the right “Brand Voice.” One that is appropriate for what they want to say, and who they want to reach. This is a different sort of voice than the one companies have been familiar with in their traditional print and broadcast media channels, as it’s a more open and authentic form of communication."