Debbie Weil (left) says, "One of the mantras in social media circles these days is: "'This is not just about blogging.'"

So true. I couldn't agree more. Whether it's microblogging with Twitter (see marriottpr) or idea generation with evangelistic customers' input (see MyStarbucksIdea), there are many ways that companies can deploy social media to listen and to learn.

Yet the fact remains that many (most? it's most if more than 50%, right?) companies are just waking up to what they could do with a blog--internally or externally.

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