After managing its social media presence from its Seattle headquarters, outdoor retailer REI has decided to try a different approach. This week REI is assigning Twitter handles and tweeting duties to local staff in the 53 markets in which it has a presence. That hasn’t been the corporate norm in America up to this point. Most companies seem to prefer tighter control over the corporate brand, building situation rooms, dashboards and SWAT teams at headquarters to take charge of sending and responding to Tweets… Read →