From AdWeek (tip of the hat to Chris Kobran at CNET for passing the link via del.icio.us)
“Southwest says that online social marketing is a natural extension of its offline efforts to connect with customers. “It fits like a glove on a hand. We were doing social networking long before it was cool and digital,” said Krone. “If customers are digital, we will be digital. If they are online, that is where we have to be,” he said.”
But apparently not monitoring anything happening outside of their own blog.