Sweden Hands Off Its Twitter Account to Citizens, and Things Get Weird

How much transparency is good for tourism?

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The people of Sweden would like you to visit Sweden. It is, like most tourist destinations, a lovely place, filled with breathtaking natural landscapes and a rich cultural history. Unlike most tourist destinations, it's also home to a surprisingly candid national Twitter feed written by a lineup of surprisingly candid Swedes.

     Since December, the government of the Scandinavian nation has handed the @Sweden account off to various citizens, letting them say more or less whatever they like—in the role of a pseudo-official national spokespeople.



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