Controlling the Message.

The article looks at the social media strategy of Vancouver, British Columbia-based yogawear retailer Lululemon. Topics discussed include the strategy's focus on positioning the company's local communities at the centre of all its storytelling and empowering the store to play a much bigger role, the management of seven people in digital engagement by the company's global community engagement director, Allison Forsyth, and comments from digital strategy director Carolyn Coles-Devine.