See today's story of the two teenagers who claimed they were kicked off a Southwest Airlines flight for being 'too pretty?' It made headlines in most of the majors. Typically, a response would be to issue a statement, make a spokesperson available, and put on the 'corporate' game-face.
Southwest went another, seemingly brilliant route. They posted a response on YouTube, which cost nothing to produce and distribute. (Note the irony of the sign in the background).
The results? Take a look at the comments from viewers - they effectively (and measurably) started to build a visible groundswell of support for the airline and its actions. Plus, it gave major news outlets a resource to use in follow-up articles.
A great example of using social media in the corporate communications tool kit.