The Swedish tourism authorities have hit upon a novel way of using the country’s @Sweden Twitter account. Each week, a different citizen will be given the ‘keys’ to the account and will be able to curate its content and messages.
The Curators of Sweden project aims to democratise the attempt to create a ‘voice’ for Sweden on Twitter. There’s no overall pattern to the choices, other than a general desire to get individuals onboard. While most ‘official’ Twitter accounts can be pretty dull, this new move suggests that the Swedish account is, at the very least, a little more ambitious.
Not that the whole experiment is likely to be a complete success. There are bound to be times when the account goes a little too far off-message. But even these moments are likely to help the account to become more representative of the Swedish people, and the plan seems to be working: the number of people following the @Sweden account has increased by more than 50% in recent weeks.