This article from the Telegraph (UK) hits the nail on the head. Too many business bloggers spend all their time talking about themselves or promotion and not really "networking" as in the social sense.
This feature relates to Facebook, Linked In and Twitter however it is also carried over to blogging. To often the social media is handled my the marketing department and is looked at as just another advertising or PR medium. Maybe marketing people just aren't social.
Dr. Ivan Misner is the founder, as stated in the post, of Business Network International (BNI) and is the author of Masters of Networking.
The link to the article is below. It's short and worth taking a look at. I like his references to "farming" and "cultivating" as opposed to "hunting". Take a look.