How Sweden’s risky Twitter experiment paid dividends

Not every brand hands over its tweeting responsibilities to citizen bloggers. Most would panic when controversy boiled over. But @Sweden likes the results.

Ragan Insider Premium Content
Ragan Insider Content

Editor’s note: This story is taken from Ragan’s new distance-learning portal The site contains more than 200 hours of case studies, video presentations, and interactive courses. For membership information, please click here.

The social media stewards at most organizations clutch the keys to their Twitter feeds so tightly, you could never pry them loose.

But in Sweden, an entire nation—or, at least, two organizations that promote the country abroad—offers a series of ordinary citizens the chance to staff its @Sweden Twitter account.

With citizen “curators” tweeting about masturbation and picking fights with WikiLeaks, the project has stirred up all the controversy you’d expect. (And, yes. Hitler did come up. We’ll get to that.)

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.