Southwest Airlines is probably the only carrier in the world with a executive in the position of "manager of emerging media".
Yet Southwest isn't like many other airlines.
Paula Berg is the holder of this rather curious title but is credited with throwing Southwest into the (not always) open arms of consumers around the social parts of the web.
For example, Southwest on Twitter has an astonishing 800,000-odd followers. Whether it is the shining light for other airlines or suppliers to follow is another matter entirely.
In a short interview on YouTube from SimpliFlying, Berg explains her role within Southwest and its wider social marketing strategy.
But is Southwest a beacon of Web 2.0-ness that others should admire? Some might argue that most of the initiatives it has done in social media are easy to implement and are successful by virtue of their wider brand style and first-mover advantage.
NB: Perhaps the secret sauce for Berg is also giving as many interviews as possible - see further clips here, here, here and here.
NB: The pun in the title refers to a rather funny yet cutting video doing the rounds. Not for those with delicate ears.