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Social Media 2007 preview: Nuts about Southwest Airlines Blog

In another preview of the Social Media 2007 conference, I chat with Paula Berg, manager of public relations and strategic communication at Southwest Airlines. Southwest Airlines joined the blogosphere in April 2006, and the blog immediately took off with customers and is flying high today. The corporate blog at Southwest Airlines is used as a tool to provide a glimpse into the company’s culture and also creates an opportunity for employees to communicate directly and informally with customers. It represents the best practices of corporate blogging, reflecting the company’s culture and leadership. With its customer participation and two-way communication, the blog exemplifies what I call “embrace marketing.” Embrace marketing is fairly straightforward: Embrace your customers and their ideas; they will in turn embrace you back. The driving force behind the Southwest blog is the customer. Paula believes the blog should reflect the whole company, not just one individual, and that the culture within the blog should remain intact, no matter who the CEO might be. Today’s podcast covers: *Why Southwest chose to launch a public blog *Lessons learned along the way *What parameters or policies should be in place? *What steps are being taken to help the blog stay strong?

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