• Sweden edition
Sweden boasts world's 'most democratic' Twitter account

Sweden boasts world's 'most democratic' Twitter account

Published: 21 Dec 2011 12:44 GMT+01:00
Updated: 21 Dec 2011 12:44 GMT+01:00

Through the Curators of Sweden project, officials hope that its citizens will help reflect a true image of the country through their tweets.

“Curators of Sweden is a way to explore new possibilities in communicating what Sweden is. The different curators will all give their own picture of Sweden, in a way one official voice could never do,” Agnes Gudmundsen Lidbeck of the Swedish Institute told The Local.

The project is a joint initiative of the Swedish Institute and VisitSweden. Every week a new person receives the exclusive rights to the Twitter account "@sweden", aiming to present Sweden to the world.

”Every week, someone in Sweden is @sweden: sole ruler of the world’s most democratic Twitter account,” the project website reads.

By means of the various curators’ narrations, not one Sweden is conveyed, but several.

”We have chosen people who are already active on Twitter, some are known in Sweden, some are even known abroad, while others are everyday Swedes with different backgrounds and different life stories. It is the mix that is important, rather than the individual people,” said Gudmundsen Lidbeck.

The hope is that the curators, through their tweets, will create an interest and arouse curiosity about Sweden abroad and show the diversity the country has to offer.

They will also present a very different Sweden to the one traditionally reflected in the media.

“No one owns the Swedish brand more than its citizens and with this initiative we allow 'their Sweden' to be seen at the same time as we reinforce the image of Sweden as open, real, new-thinking and thoughtful,” said Thomas Brühl, CEO of VisitSweden in a statement.

On December 10th the first tweeter, the writer and marketing expert Jack Werner took over the @sweden account.

”I was happy and proud to be asked. I have always liked sharing my image of Sweden with tourists and other visitors, and to be able to do so on Twitter feels like a natural and enjoyable step forward for me,” Werner said in conjunction with the launch.

And Werner's tweets received attention abroad within the first week of the project.

”Good people of Sweden, know that Jack has just discovered Joe Cocker, made his girlfriend drop her juice by giving her a hug, and does not—I repeat—does not like Justin Bieber,” American news-magazine Time wrote a few days into the venture.

With the project now in its second week, Werner has passed the baton of the @sweden account into the hands of Hasan Ramic, who came to Sweden with his family in the 1990s and is a resident of Stockholm suburb Hjulsta.

Ramic follows Werner in that he also tweets about large and small issues, public and private.

According to Gudmundsen Lidbeck, this is exactly the intention of the project.

”What we have told them is to continue being themselves on Twitter. They are not to be loudspeakers for an advertising campaign or to try to fit in to some sort of profile,” she said.

Instead, they are to treat the account as they would their own. Which has caused some people to react.

"There has been an amazing interest from abroad and we have a lot more new followers since the project started. Most of the feedback has been positive, but there are those who seem to have been provoked by what our tweeters write, as well,” said Gudmundsen Lidbeck.

However, this does not overly bother those behind the project.

”We maintain that it will be the whole, rather than single tweets from our individual tweeters, that will give a true and fair picture of Sweden,” Gudmundsen Lidbeck told the Local.

The project will continue for the immediate future, with another ten tweeters lined up to follow Ramic's and Werner's example.

Among these will be an editorial writer, a priest, a Swedish teacher and a ”coffee-drinking bull-dyke” according to the project instigators.

For seven days, one of these will recommend things to do and places to see in Sweden, sharing their very diverse opinions and ideas along as they represent Sweden through their tweets.

After that, another takes over and does the same—but differently, according to the website.

“Follow all nine million of us. Welcome to Sweden.”

Rebecca Martin (rebecca.martin@thelocal.se)

Don't miss...X
Left Right

Your comments about this article

17:19 December 21, 2011 by PAVR
Good god - last weeks news or what?
09:48 December 22, 2011 by Prat
Jack "made his girlfriend drop her juice by giving her a hug" ...

Hot Stuff
Today's headlines
Record win at Sweden's tough island race
Photo: Jakob Edholm/ÖTILLÖ14

Record win at Sweden's tough island race

Two Swedes crushed last year's course record at the Swimrun world championship in Stockholm's archipelago on Monday. READ  

Sweden reveals Academy Award submission
Swedish director Ruben Östlund on set. Photo. TT

Sweden reveals Academy Award submission

The movie set to represent Sweden at the 2015 Academy Awards was revealed on Monday, a film that has already won awards abroad. READ  

Hidden forest drug stash leads to prosecution

Hidden forest drug stash leads to prosecution

A 53-year-old man has been prosecuted after police in western Sweden made one of their largest drug seizures in the area. READ  

Man shot dead in hunting accident
Photo: Hunter Desportes/Flickr

Man shot dead in hunting accident

UPDATED: Police in northern Sweden say a man was killed on Monday morning after what they described as a "hunting accident". READ  

Pirate Bay Swede's trial set for final stage

Pirate Bay Swede's trial set for final stage

The mother of Swedish Pirate Bay co-founder Gottfrid Svartholm Warg has told The Local about her son's "suffering" in jail ahead of the final stages of his trial. READ  

Suspected Ebola case ruled out in Sweden
Photo: Fredrik Sandberg/TT

Suspected Ebola case ruled out in Sweden

UPDATED: Officials at a Stockholm hospital reported that they had found a suspected case of the Ebola virus on Sunday night. But the case was dismissed on Monday. READ  

Murderer on the loose after breakout

Murderer on the loose after breakout

A 34-year-old man who killed a child is on the run after he broke out of a psychiatric ward in central Sweden. READ  

Skåne floods
Huge clear up underway after Skåne floods
A Malmö bus under water. Photo: Stig Åke Jönsson/TT

Huge clear up underway after Skåne floods

Flood waters subsided in the southern Sweden region of Skåne on Monday, after flash flooding saw chaos on roads and trains at the weekend. READ  

Elections 2014
Sweden's Alliance reveals full manifesto
Photo: Henrik Montgomery/TT

Sweden's Alliance reveals full manifesto

UPDATED: Leaders of the Moderate Party, the Centre Party, the Liberal Party and the Christian Democrats have announced their complete list of election promises in Stockholm's Nacka. READ  

Zlatan scores hat trick in PSG thrashing
Photo: AP

Zlatan scores hat trick in PSG thrashing

Champions Paris Saint-Germain thumped Saint-Etienne 5-0 as Bordeaux saw their 100 percent record at the start of the Ligue 1 season ended on Sunday with a 1-1 draw against Bastia. READ  

Sweden's highest peak to lose title next year
How immigration became a key election issue
Brit's life in Sweden becomes BBC radio show
People-watching August 27
Top ten false friends in Swedish
Blog updates

25 August

Hit och dit, här och där (The Swedish Teacher) »

" Hej igen! A common challenge for Swedish language students are the location adverbs hit/här, dit/där, hem/hemma etc. Some of the location adverbs come in two versions. We should use one type of location adverb when we use a verb describes where we are, and we should use the other type of location adverb when we the verb..." READ »


25 August

The Dollar Store (Blogweiser) »

"A dollar store in Sweden. Blog post: http://t.co/tNuuvcP1q0 #USD #greenbacks #sweden #sverige pic.twitter.com/RHFAYf7U1k — Joel Sherwood (@joeldsherwood) August 23, 2014 There’s a chain here in Sweden called The DollarStore. This name always stood out to me in a country where they don’t use dollars. I went there for the first time this weekend. They actually accepted greenbacks..." READ »

Roma advocate scoops Wallenberg prize
Meet the man who made a Swedish store recall its high heels for kids
Business & Money
'How I came to run my own business in Sweden'
Expert explains why Sweden's election oozes uncertainty
City plays Schindler's List theme at Nazi rally
For Stockholm Fashion Week, here's the A-Z of Swedish fashion
'Amnesiac' man avoids deportation for ten years
Princess Estelle through the years
Business & Money
Swedish city all set for six-hour workday trial
Business & Money
Five golden rules for the Swedish job hunt
Sponsored Article
Graduates: Insure your income in Sweden with AEA
People-watching August 22-24
Armed royal guards caught (very) drunk on the job
Sweden orders textbook on Roma discrimination
Violent anti-Nazi demonstrations in Malmö
A closer look at Sweden's five official minority languages
See the destruction from the southern Sweden floods
'Sweden Democrats hold the key to elections'
Swedes celebrate first day of smelly fish season
Sponsored Article
Find out what gives this Swedish school executive appeal
Sponsored Article
Introducing...Your finances in Stockholm
Sponsored Article
Introducing...Housing in Stockholm
Latest news from The Local in Austria

More news from Austria at thelocal.at

Latest news from The Local in Switzerland

More news from Switzerland at thelocal.ch

Latest news from The Local in Germany

More news from Germany at thelocal.de

Latest news from The Local in Denmark

More news from Denmark at thelocal.dk

Latest news from The Local in Spain

More news from Spain at thelocal.es

Latest news from The Local in France

More news from France at thelocal.fr

Latest news from The Local in Italy

More news from Italy at thelocal.it

Latest news from The Local in Norway

More news from Norway at thelocal.no

jobs available
Swedish Down Town Consulting & Productions
Swedish Down Town Consulting & Productions is an innovative business company which provides valuable assistance with the Swedish Authorities, Swedish language practice and general communications. Call 073-100 47 81 or visit:
PSD Media
PSD Media is marketing company that offers innovative solutions for online retailers. We provide modern solutions that help increase traffic and raise conversion. Visit our site at: