Southwest Airlines Co. has joined the world of bloggers, launching its own online diary in which employees will write about their jobs and the travel industry.

One of the first entries on the blog this week was a marketing executive musing that many people think Southwest only carries vacationers and not business travelers.

Southwest officials said the blog will be a good way to connect with customers.

"There was a growing online community having conversations about travel and Southwest," said company spokeswoman Linda Rutherford. "We could watch that conversation, or become part of it."

Southwest launched its blog, "Nuts about Southwest," last week. Rutherford said about 20 employees, including a flight attendant, a pilot and a mechanic, have volunteered to write for the blog. She said Southwest will try to update the site at least three times a week.

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