I am not a fan of having others (i.e. social media agencies or PR firms) take the reins (and the copy platform) of a brand's Twitter account. I believe if you want to deliver an authentic brand voice out in the market, it should be your own voice (far more authentic, huh?)
But the official Swedish Twitter account is not written by the Swedish Institute and VisitSweden--both part of the National Board for the promotion of Sweden, and the two most obvious brand voices for the country. They are crowdsourcing the country's brand voice to the citizens of Sweden--the most authentic of all Swedish voices.
At least for a week. In a fantastic social public engagement project, Curators of Sweden is handing over the official Swedish Twitter account to one of its citizens for a week.
“No one owns the brand of Sweden more than its people. With this initiative we let them show their Sweden to the world,” says Thomas Brühl, CEO of the country’s tourism agency, VisitSweden.
Hasan Ramic is one Swedish voice, representing the country's 8 million voices, and given access to Sweden's national Twitter account. Then there is Jack Werner, a writer and marketer based in Stockholm who took to Twitter another week.
The goal of the account is to promote Sweden on a global scale, so the Tweets are posted in English. The expectation is that the curators will paint a picture of Sweden, different to that usually obtained through traditional media.
We love this idea, and we hope @Sweden continues to use local voices.