Corporates use of social media via blogs

here's an interesting story showing how any company can be relevant in the social media landscape. Good attitude and approach.

The Barbarian Group publishes a blog about its marketing research for GE to entice collaborators and make science cool.
news article

The Barbarian Group's first project for General Electric isn't a campaign at all. GE Adventure is a blog about science and marketing that aims to tell the massive company's stories, make science cool again and start a conversation with future collaborators in adland--all with the wonder of a science-loving fourth-grader

http://geadventure.com/