In his message commemorating the Catholic Church's World Day of Communications, 82 year old Pope Benedict XVI has acknowledged the importance of blogging and other social media in getting the church's message to the public.  Although  the Pontiff isn't known to use a computer or the Internet, he recognizes the role of social media, particularly blogs hold in a technology savvy world.  His advice for priests who blog can carry over to all bloggers as well.  Benedict notes that the blog holds a special role in transmitting information, interacting with the community, and marketing your product or service.  Of course, he used religious terminology in saying those things, but what he said is easily transferable to the business world.  So, if the Catholic Church, renowned for its slow pace to change, is embracing the social media, why isn't your business?