Prattle & Jaw

Copy, blogs, and bits and bobs

Curators of Sweden

Sweden has a history of being pretty cool with their marketing and branding. They have had some good fun with a few viral videos (or maybe they're just 'videos' now) from Visit Sweden, and have attactive people, which was clever of them. 

Now, they've decided to use Twitter in a pretty unusual and interesting way. For a week at a time, a random Swede will be the curator of their Twitter account, @Sweden (with a thorough disclaimer, naturally). 

"Every week, someone in Sweden is @Sweden: sole ruler of the world’s most democratic Twitter account. For seven days, he or she recommends things to do and places to see, sharing diverse opinions, and ideas along the way. After that, someone else does the same—but differently. Follow all nine million of us. Welcome to Sweden."

It's certainly an interesting idea. It's sparked a lot of Q&As over on Reddit (a couple even seeking genuine advice about moving there), but has of course spawned a lot of nonsense. 

From what I can tell, people are selected on a tipping basis, so the agency behind the idea, Volontaire, has been behind the first few curators, and presumably friends of theirs will be up next and so forth, so at least there is some kind of screening process. 

Interesting idea, of that there is no doubt, but also pretty risky. I love that it shows the face of Sweden, good, bad and ugly, but then again, if I wanted to see that I could just follow a bunch of random Swedes. I'm not sure I'd take quite the same approach as them. I'd like to think that I would try to promote the country at least a little. Maybe the novelty effect is a little too exciting and people just get carried away? 

Provided it's temporary, I can't see too much harm coming out of it. It's a great idea, a daring idea, and a good bit of fun. It's Sweden, for crying out loud. They do stuff the rest of the world think is weird. 

Copyright © 2014, Lara Mulady. All rights reserved.