Sweden offers residents who want to take control of the country's official Twitter feed for one week.
To communicate on the attractiveness of a country, tourist offices or government agencies no longer hesitate to use social media, like any other brand. An example is Iceland, which, with InspiredByIceland, offers tourists and locals alike the opportunity to offer texts on their relationship to the country and their experience.
Sweden has also decided to use social tools to give a voice to individuals. With one difference: the country, which has bet on Twitter, has decided to completely leave the hand each week to one of its citizens, who becomes a kind of community manager of the feed. The initiative, which can be followed on the country's official Twitter account, @Sweden, seems to be working, since the number of followers has since doubled from 8,000 to 20,000 subscribers.
Ambassadors with diverse profiles
This initiative was launched by the Swedish Institute, a government agency currently responsible for the promotion of Sweden, and the site VisitSweden. Among the people with different lifestyles and lifestyles who have already passed on the torch are a woman priest, a teacher, a farmer and a truck driver. Selected Swedes who are nominated by their friends. They then have full control of the account and can post content, tweets, photos and even videos about how they see their country in a particular way. They are also instructed only to specify that if they are publishing a political opinion, they must state that it is a personal opinion through the #myownopinion hashtag.
Initiatives that need to be moderated
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"The interest of this initiative lies in the fact that it does not give the impression of having a market value," says L'Atelier Anthony Poncier, management and enterprise 2.0 consultant. Indeed, unlike other campaigns promoting a country via social networks, the main interlocutor is not the tourist office but really someone from outside, "a person you can get attached to", he adds. The risk is that Internet users may become attached to a personality rather than to the site and that the aim of the manoeuvre may be diverted. To do this, Poncier recalls the interest of a moderator in this type of initiative in order to reframe the conversations and maintain editorial consistency from one spokesperson to another.