Jeremiah Owyang has a great post here about Exxon's recent decision to join the Twitter community. This strategy is similar to one that I blogged about a few weeks back regarding unmoderated comments and engaging in an open dialogue on the social scene. The discussions surrounding a brand are going to happen, and Exxon figures that those discussions may as well happen in an Exxon-controlled (or is it?) social network setting. Will the peasants revolt or will the oil king remain fat and happy atop the Twitter perch? Some of the tweets thus far are interesting, to say the least. I would recommend adding them... it will be fun to watch play out.