In a world where corporate social media interactions typically originate from headquarters, REI has decided to take a different track. Starting this week, it will give employees at its retail locations across the country the chance to use Twitter to speak on behalf of the company. The idea is that this will help it customize its message for different markets, giving its social media efforts the personalized, geographically-driven touch they may have previously lacked.
In doing so, it's also putting a tremendous amount of trust into its employees. While the company may consider this an extension of the same trust that's bestowed upon employees who interact with customers in a retail environment, this type of communication has the potential for much broader implications-positive and negative.
When considering REI's brand, this move seems to reflect exactly who they are as a company. Their products are all about enabling amazing experiences in the outdoors. They're about getting dirty, working hard and seeing the beauty of the world. They inspire customers to expand their horizons, and now they're encouraging employees to do the same.
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