Retailers can actively work with bloggers in the larger web universe to build buzz, inbound links and reputation. The question is how. Within ethical bounds, retailers can reach out to bloggers to help shape the online discussion. In this session, an online marketing consultant and ex-retailer will provide perspective on the opportunities in blogs, how to approach bloggers, what to expect and what to avoid. A retailer will share her own experience in working with bloggers and the results.