According to Mashable, the Twitter account @sweden has been given to the people of Sweden. A different citizen will have control of the account each week as part of a new project called Curators of Sweden.
“No one owns the brand of Sweden more than its people. With this initiative we let them show their Sweden to the world,” says Thomas Brühl, CEO of VisitSweden, the tourism ministry that had been updating the @sweden account since January 2009.
Curators of Sweden is based around the idea that no single voice can represent the country, so a slew of guest Swedish curators will do the best job of portraying the national character.
VisitSweden says it chose the curators because they represent the country’s values and skills, such as gay rights, fashion, design and innovation. In the coming weeks, @sweden followers can expect tweets from an ad-agency founder who now owns a farm, a suburban writer, a priest, a teacher and a coffee-drinking lesbian trucker.
This is a great experiment which could have great benefits as well as massive potential problems. How will @sweden cope if the tweeter handling the account spams or, worse, sends out offensive messages?
I guess it’s managed its first objective, making a great story for the VisitSweden team.