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Curators of Sweden

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Uploaded on Feb 10, 2012

Short video explaining the Curators of Sweden initiative.

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.

As the first country in the world, Sweden hands over the country's official Twitter account to its citizens.The project Curators of Sweden is an initiative of the Swedish institute and VisitSweden, both part of NSU, the National Board for the promotion of Sweden. Every week another person receives exclusivity over the Twitter account @sweden, which aims to present the country of Sweden through the mix of skills, experiences and opinions it actually consists of. By means of the various curators' narrations, not one Sweden is conveyed, but several.

Why Curators of Sweden?
In an age of mass communication and increasing globalization, a country depends largely on how it is perceived abroad. Political objectives, trade, investments, visitors, exchange of talent and creativity are all heavily dependent on the view of the outside world. Sweden's development and future prosperity depend on strong relations with the outside world and a more active exchange with other countries in many areas. This is only possible, if more people are familiar with Sweden and become interested in the country and what it has to offer.

Why Twitter?
Twitter is a global social-networking service and micro-blog that allows users to send and read messages, known as tweets. The messages are text-based and may be up to 140 characters long. Twitter as a medium makes it easy to reach out to the target audience in realtime. It is quick to update and to share content. Anyone can follow the Curator of Sweden and the network's global reach means that the message can be received all over the world. The medium is also very useful for engaging followers in a dialogue.

What's the thought behind Curators of Sweden?
The idea with Curators of Sweden is that each curator will share both their own and relevant third party's thoughts, stories, information and other content that is somehow linked to Sweden. The idea is that the curators, through their tweets, create interest and arouse curiosity for Sweden and the wide range the country has to offer. The expectation is that the curators will paint a picture of Sweden, different to that usually obtained through traditional media.

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