By forgoing the corporate route and approaching the public through a much more accessible vehicle, Southwest took the air right out of Smith’s cheeky tweeting. Southwest Airlines may be a bunch of suits, but @SouthwestAir is just one more innocent dude tweeting his stuff like the rest of us, right? Smith demonstrated that Twitter is a quick way to rally your fans around you, but it was Southwest who took home the larger lesson: if you can’t beat ‘em, join ‘em — and then beat them.