“I typically use this column to look at future trends, but this month I want to recognize some businesses that are simply doing a great job leveraging corporate weblogs, which are the most mature social media tools. While only a handful of corporations are blogging, the ranks are growing steadily. The leaders below all take different approaches to the craft, but it’s working for their businesses. With one exception, I’ve screened out tech companies, where blogs are now mainstream and different rules apply.”