Marvel Comics have been a part of entertainment for decades and as a general rule can be considered quite reserved and professional.  In recent years Marvel has taken their brand to the Web integrating blogging, Web video, archiving, Twittering and more to their social repertoire.

Marvel geniuses have been a very active presence on Twitter, reaching out to their fans and even responding to fans' tweets.  This has given them an opportunity to communicate with comic book readers and spark banter that has increased publicity for their brand.  An occasional face off between Marvel and DC drew attention and solidified their fan base.  Touted as unprofessional by some, Marvel's Twitter war with DC was appreciated by Marvel readers.  It was for novelty and fun. 

Though Marvel was successful in gaining loyalty, it is not advisable that companies attack their competition or make serious statements in social media, as it often leaves a bad taste in the mouths of followers and the public.  Unsupported claims and libel can lead to serious legal ramifications as well.  Keep it clean, keep it light, and keep it about yourself while making your brand known- that is the goal of social media.