Southwest Airlines is a great company! It is also a great example of how a company continues to focus on “marketing content that makes a difference. Check out the way they use their Blog site and Social Media Platforms.
The Southwest Airlines Blog site is well laid out with information ranging from blog posts, videos, social updates and podcasts. With the use of of title tags, people can quickly go to the specific media they prefer.
Blog Site separate from Corporate Site
The Blog site is its own site. There is a big debate out there that a blog site needs to be a part of your corporate site. Southwest Airlines makes it clear that if you want specific client service or answers to questions about your flight, you need to go to the contact page on the main corporate site and 1) send an email, 2) send a letter or 3) call and speak to someone.
In addition, the blog site is about improving connections between the Southwest Airlines Team and its clients. This is tough to do on a single corporate site.
Social Media & SEO
Southwest Airlines has invested heavily into its blog site. It shows in its page rank and links. It has a page rank of 5 and over 49,000 external links pointing to it. The focus is on the blog site, not on its social media sites.
It is very interesting to check out their use of social media.
If you checkout the Southwest Google+ Company Page you will see only one post from 2011. (Very Interesting) I am guessing this will change as Google changes its rules, but it is interesting that Southwest has not jumped on the Google+ bandwagon.
If you checkout the Southwest Twitter Page, you will see a site that is customer-service driven and reactive to people posting their comments regarding Southwest Experiences. Look at he following dialogue. Notice, the goal is to get the person help by connecting the person with a representative at Southwest.
— Southwest Airlines (@SouthwestAir) April 6, 2012
If you look at the Southwest Airlines Facebook Page, you will see some activity performed regarding promotions and a few notes here and there.
Summary & Lessons
Keep your blog at the center of your communication and tell people what your blog is about. Check out the Southwest About Us Page.
A company blog can operate separately from the company website and be effective.
Get your employees involved and have a blogging/social media policy. Check out Southwest’s Social Media Policy.
Use social media in ways that fit the way you conduct business. Southwest uses Twitter for client service, Facebook for fun and does not use Google+ at the present time. Communication on social media platforms is not the same.
See if there are some things you can incorporate from checking out Southwests’ blog site and use of social media. It is a very interesting perspective.