In 2012 Southwest Airlines had a maturing social media effort with millions of followers on Twitter and Facebook. At that point, though, it wanted to integrate social media into every aspect of its business, not just leave it as a "bolt-on," says Linda Rutherford, VP, communication and outreach. As detailed in Rutherford's story in PR News (October 19, 2015), the company applied the brakes to social for about one year as it formulated a plan. The resulting org chart illustrates the formation of a dedicated Social Business Team, reporting to one accountable executive. The effort is an attempt to break down silos and bolster the strategic vision. The Social Business Director reports to the Executive Steering Group and to Rutherford for day-to-day guidance and team management. (Please click here for the org chart.)