This document discusses the importance and benefits of blogging for retailers and companies. It notes that blogging helps companies engage in online conversations about their brand, build community around their products/services, and share valuable content without overt selling. Successful company blogs discussed include those from Zappos and the 800-CEO-Read blog. The document encourages companies to adopt a new mindset for blogging, focusing on delivering value to readers rather than traditional marketing. Blogs are positioned as one tool for building social media presence and online communities around a brand.