Sweden Is Crazy (Smart)
I saw an article in The Next Web titled, “Sweden lets citizens take over its official Twitter account. This is either genius or insanity.” As writer Martin Bryant explains in his piece:
Curators of Sweden is certainly an interesting idea; a variety of Swedes, including an editorial writer, a founder of an advertising agency with his own farm, a suburban writer, a priest, a teacher and a coffee-drinking trucker lesbian are all lined up to take over the account in coming weeks. The plan is that they will portray a diverse range of values, skills and ideas from across the country.
Sounds cool, right? But your natural assumption as a marketer who has only recently come to understand the Cluetrain Manifesto‘s reminder that “we no longer control the message” is that Sweden’s bureaucrats would at least set up some guard-rails … insist on some basic tenets of behavior … map out some “do’s and don’t's” to keep the kingdom from looking silly.
You know what happens when you a-s-s-u-m-e, though, right?
To their everlasting credit, Thomas Brühl, CEO of the country’s tourism agency VisitSweden, and his peers seem to have quite literally dropped the reins in the lap of their inaugural tweeter.
Some recent tweets from @Sweden‘s current resident, Jack:
According to their latest census, 0,3% of Pragues population identify themselves as Jedis. Wonder if “the force” in this case is vodka.
— @sweden / Jack (@sweden) December 16, 2011
The swedish security service, SÄPO, is now on Twitter: @sapo_sverige. Imagine getting that email, “SÄPO is now following you…”
— @sweden / Jack (@sweden) December 15, 2011
I love how certain beers puts a huge smile on my face just through how they smell. That, my friends, is beauty.
— @sweden / Jack (@sweden) December 11, 2011
Applying deodorant on the subway is great, the ladies think you’re fresh. At least judging by the amount of looks I get.
— @sweden / Jack (@sweden) December 11, 2011
You can argue – jovially or indignantly – that this is an insane breach of branding principles. But I think its pretty nervy and worth watching. Sweden’s been around for millenia. A rogue, silly, profane Twitter account isn’t exactly going to cause the demise of Nordic civilization: in fact it just might keep it energized. One of my best friends in high school was a Swedish exchange student, and he was as silly, profane and rakish as they come. Our exposure to such a puckish people can only help the tourism bureau’s greater cause.
What do you think? Will you be following along?
Posted on: December 16, 2011 at 11:47 am By Todd Defren
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I think this is great. It’s a big leap away from news updates and press releases. Good work Sweden.
Initially when read this post, I reverted back to all the times I have been told and told others not to let interns manage your companies Twitter account. But when you keep reading, and think about the potential, what a progressive, fun and utterly non governmental stance to take on your nations Social Media presence! I can certainly see how this will help to engage the country and keep people interested in the Tweets that are put out. The whole world is going to be watching this. Really cool!
I think the concept is brilliant. The number of followers to the account has risen by some 40% in just a week. But what is the image of Sweden that is being communicated? At first glance, I found it quite fitting. We like to see Sweden as a country of innovation, creativity and tolerance. But by the looks of the first week of tweets, it is very much tolerance of one individual’s views at the expense of others. Everything’s a joke to this guy. Justin Bieber, the Pope, sex, beer, terrorism, racism, you name it. Sure, it’s interesting to watch, but does it really say “come visit Sweden”?
Then a technical aspect, by changing to a new person each week, each new person sort of becomes responsible for all previous tweets. The screen shot above are tweets by Jack, but with Hasan’s name attached to it.
Nice Post. Very informative, Keep it up!
Good stuff, you are right a great way of getting to know the real people behind a country…why would I follow a plain and boring official Sweden account?
Xavi
Yup. Totally agree. I think it’s really cool.
I absolutely love when brands’ twitter accounts have personality. What’s a better way to express a country’s personality than through its citizens? Just followed @sweden and can’t wait to see what happens.