I just got back from reading this post by Andy Sernovitz about Jet Blue stepping up and saving the day when Sky Bus Airlines went bust.  They offered $50 fares to Sky Bus passengers to get them where they were going.  And $10 fares to Sky Bus Employees.  And they got a few blog posts and tweets out of it.  That’s how you generate talk value.I’ve written about JetBlue before (over on the old blog) because I like they way they’re using Twitter (follow @jetblue).  They are embracing the conversation and not just using it as a publishing platform.  For some reason, when I look at companies using social media well, JetBlue keeps coming up as an example.