You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract REI's Twitter Strategy Is No Longer Camping Out at HQ Outdoor Retailer's Decentralized Approach Will Allow Local Staffers to Address Regional Needs By Rupal Parekh, Published on July 18, 2011 5 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.