Southwest's corporate blog is missing the point

Diane Clarkson | March 18, 2008, 04:59 PM

Southwest Airlines is facing its a significant scandal with the claims it violated Federal Aviation Administration regulations regarding airline inspections. The airline faces a $10.2-million fine for keeping 46 of its planes in the air last year after they had missed a required inspection for cracks on part of the fuselage. Six of the places were found later last year to have hairline cracks. There are now calls to overhaul the FAA, accusing it of being too cozy with the airlines it is meant to regulate. It is a complex and worrying story.

A story on ABC news describes Southwest’s CEO Gary Kelly as “a man so unflappably, understatedly self-confident and dedicated to Southwest's spirit of fun”, and quotes company president Colleen Barrett’s feelings for employees as “I sort of feel like the mother of the 34,000 kids.”

I looked to Southwest’s corporate blog to see how these unflappable and maternal leaders were addressing this issue.

While Southwest has posted corporate statements and linked to a CNN interview with Mr. Kelly regarding the maintenance issues, there seems to be a missed opportunity to put a face to the airline’s leadership and offer personalized reassurance.

Instead, passengers’ worries are personalized, as shown in this one of the many blog posts:
“Dear SW, I am 80 years old, and what few airtrips I take annually have been with you. I am at an age where I know that I must accept the “inevitable”. I have reserved a flight at the end of this month from Fort Lauderdale to Chicago Midway and return. Just assure me that my “inevitable” will not be due to traveling in one of your aircraft that has no business being up there. That’s all I ask. Can you do that much for me? Thank you.”

Southwest enters this situation with more customer goodwill than most airlines. I hope to see its corporate blog become a more active channel to communicate directly with their loyal travelers rather than posting stiffly worded statements and seemingly hoping blog readers can be distracted by a community project story.