First published January 23, 2012 – theredlens.com

When you think about Sweden, what’s the first thing that comes to mind? Pretty blondes? Cold weather? Lisbeth Salander and internet hacker geniuses? Probably something along those lines, right? Well, VisitSweden.com and the Swedish Institute, who are in charge of running the country’s official Twitter account, @sweden, decided to let the people speak for themselves. They have confidently gone where no other Twitter account for a country has gone before, giving free rein to a different Swede each week, letting each “curator” – as they are called – to show the world how they live.

In the coming months, I’ll be looking more into whether this approach is working, who does and doesn’t like it, and how it has changed Twitter and shaped the way governments and business use social media to reach people.

Let me know what you think of @sweden with my quick survey: