STOCKHOLM Sweden is tweeting to the world, and this week she is Hanna, “just your average lesbian truck driver”.
Officials at Sweden’s tourism board agreed to hand over control of their Twitter feed in December to a different Swedish citizen each week.
The project billed as “the world’s most democratic Twitter account” has so far been hugely popular, featuring a female priest, an advertising executive and an organic sheep farmer.
Its 20,000 followers may be small in a social media world where Lady Gaga has almost 20 million, but those behind say it is one of a kind and has more than doubled its number of followers in just five weeks.
“In this age of internet and transparency, if you want to be credible, you have to let go of control and empower the people,” said Tommy Sollen, VisitSweden’s social media manager, who was part of the team that came up with the idea.
Sollen said the project, which will continue indefinitely, is less about boosting tourism and more about creating longterm branding for a nation that is often associated with tall blondes, meatballs and neutrality.
“We want to be seen as progressive, open, credible and truthful,” he said.
People from around the world have logged on in the past weeks to follow tweets and discussions that have covered everything from immigration to new and old music, food, alcohol and sobriety, religion and hunting.
“Gosh, I really enjoy being ,” writes Hanna. “They’ll have to grab the
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