Curators Of Sweden Case Study

Curators of Sweden is a social media campaign initiated by the government agencySwedish Institute and VisitSweden on Twitter. It launched December 10, 2011 with the main concept of a rotating spokesperson, or rather a curator, on the official[citation needed] Twitter account of Sweden, @sweden.

History[edit]

The concept originated December 10, 2011, when Swedish Institute and VisitSweden launched Curators of Sweden.[1] The project hands the official Twitter account @Sweden to a new Swedish person every week to manage, with the expressed goal to manifest Swedish diversity and progressiveness through their own life, personality and views.[2]

The campaign has been widely reported in media around the world[3][4][5][6][7][8][9] and inspired the launch of many similar projects. The Twitter account @PeopleofLeeds started January 15, 2012, where citizens of Leeds represent their hometown. January 18, 2012, @WeAreAustralia and @TweetWeekUSA, followed by @CuratorsMexico and @BasquesAbroad January 21. All of these are unofficial accounts without governmental influence or sanctions, unlike @sweden. They have recently been given a concept name of Rotation Curation.

Curators of Sweden was created by the Swedish agency Volontaire. The project won The Golden Egg (Guldägget) on April 17, 2012, received gold in the Clio Awards on May 15, 2012, and was awarded Grand Prix at the Cannes Lions on June 20, 2012.[10]

Rotation Curation[edit]

Rotation Curation, also #RotationCuration, is a social media concept where official and unofficial projects, countries, cities, companies, cultural, and, or other types of groups rotate their spokespersons, curators, every week.

Initially most of these projects all had a location in common, which saw the creation of the concept Location Curation, with the hashtag #LocationCuration. When the idea spread to organisations unbound by location the expression was abandoned. Because of their common concept of rotating the holder of the account, people on Twitter decided to use the expression #RotationCuration, which was coined by the Twitter user @auldzealand on March 22, 2012.[citation needed]

The block list in 2017[edit]

In 2017, the Swedish Institute blocked 14,000 Twitter accounts from interacting with @sweden. Among the blocked were journalists, authors, politicians (some elected members of the Riksdag), businessmen and ambassadors. When the block list was reported in the media, the Swedish Institute lifted the blocks and apologized.

When media, with support from the constitutional Principle of Public Access, asked to review the list of accounts that had been blocked the Swedish Institute deleted the document.

The Swedish Institute asked for an external review of the event. The review criticized the institute for blocking the accounts which had been done without regard of the Swedish constitution. The review also heavily criticized the institute for deleting the document in violation of the law.

List of past curators[edit]

This section needs to be updated. Please update this article to reflect recent events or newly available information.(February 2017)

So far the following users have curated the @Sweden account (sorted chronologically):[11]

FromToNameTwitter
December 10, 2011December 18, 2011Jack Werner@kwasweb
December 19, 2011December 25, 2011Hasan Ramic@yallknowitshaso
December 26, 2011January 1, 2012Anders Dalenius@andersdalenius
FromToNameTwitter
January 2, 2012January 8, 2012Adam Arnesson@Ekobonden
January 9, 2012January 15, 2012Anna@FrknMlmqvst
January 16, 2012January 22, 2012Hanna Fange@lastbilslesbian
January 23, 2012January 29, 2012Annakarin Johansson@marthanna
January 30, 2012February 5, 2012Daniel Swedin@danielswedin
February 6, 2012February 12, 2012Karin Ajaxon@lillmacho
February 13, 2012February 19, 2012Pär Nilsson@selanna
2, 20, 2012February 26, 2012Joakim Jardenberg@jocke
February 27, 2012March 4, 2012Cherin Awad@cherin_awad
March 5, 2012March 11, 2012Anna Åberg@mandalaya
March 12, 2012March 18, 2012Anders Arhammar@arhammar
March 19, 2012March 25, 2012Natashja Blomberg@ladydahmer
March 26, 2012April 1, 2012Tomas Helleborg@Vassaste_Kniven
April 2, 2012April 8, 2012Sakine Madon@sakine
April 9, 2012April 15, 2012Micke Kazarnowicz@kazarnowicz
April 16, 2012April 22, 2012Marcin de Kaminski@dekaminski
April 23, 2012April 29, 2012Peter Svenonius@petersvenonius
April 30, 2012May 6, 2012Jessica W Sandberg@jessicawsandber
May 7, 2012May 13, 2012Elin Jonsson@orchidpussy
May 14, 2012May 20, 2012Magnus Jutell@Mjutell
May 21, 2012May 27, 2012Lina Rudin@LinaRudin
May 28, 2012June 3, 2012Emma Gray Munthe@GrayMunthe
June 4, 2012June 10, 2012Erik Isberg@isbergerik
June 11, 2012June 17, 2012Sonja Abrahamsson@hejsonja
June 18, 2012June 24, 2012Ell Forselius@Ellociraptor
June 25, 2012July 1, 2012Henok Goitom@Henok_Goitom
July 2, 2012July 8, 2012Sara Ödmark@alskadedumburk
July 9, 2012July 15, 2012Lars Lundqvist@arkland_swe
July 16, 2012July 22, 2012Tobias Öjerfalk@tejbz
July 23, 2012July 29, 2012Tilde Mattsson@Tildedrinkstea
July 30, 2012August 5, 2012Ivar Arpi@ivarpi
August 6, 2012August 12, 2012Niki Hedén@nikiheden
August 13, 2012August 19, 2012Therese Bohman@theresebohman
August 20, 2012August 26, 2012Naseer Alkhouri@naseeral
August 27, 2012September 2, 2012Björn Frantzén@Restaurant_FL
September 3, 2012September 9, 2012Nilla Lundgren@ForsNillad
September 10, 2012September 16, 2012Mårten Schultz@martenschultz
September 17, 2012September 23, 2012Pernilla Andersson@pernillafyhr
September 24, 2012September 30, 2012Jenny Lindahl Persson@jennylinp
October 1, 2012October 7, 2012Anna Gustafsson Chen@anguche
October 8, 2012October 14, 2012Christian@blodkorv
October 15, 2012October 21, 2012Frida Walström@charmkvark
October 22, 2012October 28, 2012Emil Rissve@ERissve
October 29, 2012November 4, 2012Matilda Henriksson@matildabjorn
November 5, 2012November 11, 2012Jenny@HorungeDeluxe
November 12, 2012November 18, 2012Daniel Hansson@oceanografen
November 19, 2012November 25, 2012Astrid Strömberg@kurrmjau
November 26, 2012December 2, 2012Marcus Jarl@jarlapojken
December 3, 2012December 9, 2012Frans Strandberg@transfrans
December 10, 2012December 16, 2012Lina Thomsgård@linat
December 17, 2012December 23, 2012Gunnar Skarland@abbespappa
December 24, 2012December 30, 2012Hanna Andersson@iHanna
December 31, 2012January 6, 2013Kristin Zetterlund@KZetterlund
FromToNameTwitter
January 7, 2013January 13, 2013Daniel Othfors@danielothfors
January 14, 2013January 20, 2013Staffan Melin@gummidjuret
January 21, 2013January 27, 2013Emma Bergman@kultanalytikern
January 28, 2013February 3, 2013Olivia Solman@OliviaSolman
February 4, 2013February 10, 2013Peter Mäkelä@petermakela
February 11, 2013February 17, 2013Dilan Skogs@nattfogel
February 18, 2013February 24, 2013Wilhelm Landerholm@landerholm
February 25, 2013March 3, 2013Yasmine El Rafie@yasmineelrafie
March 4, 2013March 10, 2013Niklas Eriksson@KluddNiklas
March 11, 2013March 17, 2013Towe Paqualin@flickstreck
March 18, 2013March 24, 2013Lars Amréus@larsamreus
March 25, 2013March 31, 2013Nedda Yaldan@kattensune
April 1, 2013April 7, 2013Isabelle Nilsson@bellenilsson
April 8, 2013April 14, 2013Anna Sahlin@annasahlin
April 15, 2013April 21, 2013David Heibrandt@geniet
April 22, 2013April 28, 2013Louise Lundberg@llarmy
April 29, 2013May 5, 2013Joakim Jansson@FiskareGarbo
May 6, 2013May 12, 2013Maria Sjöberg@maria_s
May 13, 2013May 19, 2013Robert Pettersson@EnkelP
May 20, 2013May 26, 2013Stiko Per Larsson@stikoper
May 27, 2013June 2, 2013Fredrik Aaro@FredrikAaro
June 3, 2013June 9, 2013Linnea Harnesk@HarneskL
June 10, 2013June 16, 2013Anders Thor@nakenbadaren
June 17, 2013June 23, 2013Gustav Holmström@yogakillen
June 24, 2013June 30, 2013Jack Lukkerz@lukkisexologist
July 1, 2013July 7, 2013Kajsa Söderström@leyeyeye
July 8, 2013July 14, 2013Katja Wulff@kaffekokarkock
July 15, 2013July 21, 2013Helen Alfvegren@
July 22, 2013July 28, 2013Josefin Andersson@
July 29, 2013August 4, 2013Christopher Banks@cmbsweden
August 5, 2013August 11, 2013Anders Jansson@
August 12, 2013August 18, 2013Jeppe D Larsen@
August 19, 2013August 25, 2013Alexandra Hoegberg@
August 26, 2013September 1, 2013William Nomikos@
September 2, 2013September 8, 2013Sophia Sundberg@
September 9, 2013September 15, 2013Thérèse Eriksson@
September 16, 2013September 22, 2013Matti White@
September 23, 2013September 29, 2013Mathias Hellberg@
September 30, 2013October 6, 2013Anna Bremer@
October 7, 2013October 13, 2013Kaveh Hosseinpour@
October 14, 2013October 20, 2013Linus Josephson@
October 21, 2013October 27, 2013Luisa Hugerth@
October 28, 2013November 3, 2013Johanna Rasmusson@
November 4, 2013November 10, 2013Anna-Stina Takala@
November 11, 2013November 17, 2013Amanda Gellhouse@
November 18, 2013November 24, 2013Bia Sigge@
November 25, 2013December 1, 2013Josefin Wendel@
December 2, 2013December 8, 2013George Payne@
December 9, 2013December 15, 2013Mattias Flodwall@
December 16, 2013December 22, 2013Tommie Ohlson@
December 23, 2013December 29, 2013Jonas Medin@
FromToNameTwitter
December 30, 2014January 5, 2014Katarina Barrling@
January 6, 2014January 12, 2014Göran Strand@
January 13, 2014January 19, 2014Marcus Schmidt/Johanna Drott@
January 20, 2014January 26, 2014Oscar Forsström@
January 27, 2014February 2, 2014Irma Eriksson@
February 3, 2014February 9, 2014Elza Dunkels@
February 10, 2014February 16, 2014Marie Mattisson@
February 17, 2014February 23, 2014Helene Gestrin@
February 24, 2014March 2, 2014Tomb Svalborg@
March 3, 2014March 9, 2014Ylva Maria Pavval@
March 10, 2014March 16, 2014Sara Mörtsell@
March 17, 2014March 23, 2014Dilsa Demirbag-Sten@
March 24, 2014March 30, 2014Anna Kain Wyatt@
March 31, 2014April 6, 2014Liza Shulyayeva@
April 7, 2014April 13, 2014Tanvir Mansur@
April 14, 2014April 20, 2014Jenny Johansson@
April 21, 2014April 27, 2014Ingrid Öhrnell@
April 28, 2014May 4, 2014Mattias Bergman@
May 5, 2014May 11, 2014Emma Kimari@
May 12, 2014May 18, 2014Helena Bergström@
May 19, 2014May 25, 2014Elisabeth Ericson@
May 26, 2014June 1, 2014Rickard Söderberg@
June 2, 2014June 8, 2014Sofia Zettermark@
June 9, 2014June 15, 2014Linus Svensson@
June 16, 2014June 22, 2014Anna-Carin Zackari@
June 23, 2014June 29, 2014Susanne Nilsson@
June 30, 2014July 6, 2014Albert Säfström@
July 7, 2014July 13, 2014Evelina Boberg@
July 14, 2014July 20, 2014Per Pettersson@
July 21, 2014July 27, 2014Ida Kjellin@
July 28, 2014August 3, 2014Mattias Irving@
August 4, 2014August 10, 2014Camilla Rågfors@
August 11, 2014August 17, 2014Louise Andersson@
August 18, 2014August 24, 2014Kent Wisti@
August 25, 2014August 31, 2014Nathalie Ekström@
September 1, 2014September 7, 2014Anna Björklund@
September 8, 2014September 14, 2014Fredrik Westerlund@
September 15, 2014September 21, 2014Camilla Lindberg@
September 22, 2014September 28, 2014Per Häggqvist@
September 29, 2014October 5, 2014Klara Joelsson@
October 6, 2014October 12, 2014Katarina Hemmingsson@
October 13, 2014October 19, 2014Linus Larsson@
October 20, 2014October 26, 2014Jennifer Sundqvist@
October 27, 2014November 2, 2014Tor Rauden Källstigen@
November 3, 2014November 9, 2014Nathalie Larsson@
November 10, 2014November 16, 2014Sara Lövestam@
November 17, 2014November 23, 2014Estrid Wagersten@
November 24, 2014November 30, 2014Tanja Suhinina@
December 1, 2014December 7, 2014Jeanette Fors-Andrée@
December 8, 2014December 14, 2014Daniel Ekman@
December 15, 2014December 21, 2014Pernilla Rydmark@
December 22, 2014December 28, 2014Hedvig von Mentzer@
December 29, 2014January 4, 2014Elinor Hägg@
FromToNameTwitter
January 5, 2015January 12, 2015Sofia Bergfeldt Trotzig@TrotzigS
January 12, 2015January 19, 2015Margit Richert@margitrichert
January 19, 2015January 26, 2015Niklas Löfgren@
January 26, 2015February 2, 2015Sa’ra Charismata@saracharismata
February 2, 2015February 9, 2015Amanda Landegren@
February 9, 2015February 16, 2015Hanna@
February 16, 2015February 23, 2015Anders Brunlöf@
February 23, 2015March 2, 2015Heather Jonasson@
March 2, 2015March 9, 2015Jenny Theolin@
March 9, 2015March 16, 2015Mattias Thorslund@
March 16, 2015March 23, 2015Cajsa Lindahl@
March 23, 2015March 30, 2015Philip Wildenstam@
March 30, 2015March 31, 2015Admin@
March 31, 2015April 6, 2015Viktor Andersson@
April 6, 2015April 13, 2015Amina Lebbad@
April 13, 2015April 20, 2015Martin Johnsson@
April 20, 2015April 27, 2015Pauline Kiessler@
April 27, 2015May 4, 2015Patrik Lundberg@
May 4, 2015May 11, 2015Anya Yu@
May 11, 2015May 18, 2015Ellen Severinsson@
May 18, 2015May 25, 2015Rebecka Åhlund@
May 25, 2015June 1, 2015Axel Karlsson@axljka
June 1, 2015June 8, 2015Melina Arnell@
June 8, 2015June 15, 2015Niklas Lewenhard Gren@
June 15, 2015June 22, 2015Therese Larsson@
June 22, 2015June 29, 2015Erik Barge@
June 29, 2015July 6, 2015Helena Melin@
July 6, 2015July 13, 2015John Hinton@
July 13, 2015July 20, 2015Sebastian Krantz@SebKrantz
July 20, 2015July 27, 2015Ilse van der Linden@
July 27, 2015August 3, 2015Moa Svan@
August 3, 2015August 10, 2015Martin Götefelt@MartinAIK
August 10, 2015August 17, 2015Angelica Rydell@
August 17, 2015August 24, 2015Louise Samet@
August 24, 2015August 31, 2015Niclas Lundberg@plolock
August 31, 2015September 7, 2015Henrik Lindblad@
September 7, 2015September 14, 2015Mats Andersson@standupmats
September 14, 2015September 21, 2015Xue Mei Rhodin@
September 21, 2015September 28, 2015Gaurav Chandrashekar@
September 28, 2015October 5, 2015Morgan Kvick@
October 5, 2015October 12, 2015Jennie Gyllblad@
October 12, 2015October 19, 2015Martin Jonasson@
October 19, 2015October 26, 2015Jesper Värn@
October 26, 2015November 2, 2015Nille af Ekenstam@nilrod
November 2, 2015November 9, 2015Iris Classon@
November 9, 2015November 16, 2015Martin Persson@
November 16, 2015November 23, 2015Åsa Roos@
November 23, 2015November 30, 2015Frank Sung@frankistea
November 30, 2015December 7, 2015Cornelia Andersson@snutunge
December 7, 2015December 14, 2015Mats Wurnell@
December 14, 2015December 21, 2015Rozalin Shamasha@rozalinshamasha
December 21, 2015December 28, 2015Niklas Sikström@
December 28, 2015January 4, 2016Elias Liedholm@eliasliedholm
FromToNameTwitter
January 4, 2016January 11, 2016Elise Abrahamsson@hagnestahill_
January 11, 2016January 18, 2016Christoffer Röstlund Jonsson@crj138
January 18, 2016January 25, 2016Aleksandra Boscanin@
January 25, 2016February 1, 2016Suzan Hourieh Lindberg@SuzanHLindberg
February 1, 2016February 8, 2016Anders Nilsson@
February 8, 2016February 15, 2016Jonas Thomsson@
February 15, 2016February 22, 2016Imer Yasar@
February 22, 2016February 29, 2016Eric Sporrong@
February 29, 2016March 7, 2016Emelie Hassani@
March 7, 2016March 14, 2016Albin Kjellberg@
March 14, 2016March 21, 2016Ulrika Sultan@
March 21, 2016March 28, 2016Elias Kreidy@elliaz
March 28, 2016April 4, 2016John Sporrong@
April 4, 2016April 11, 2016Cicci Nordius@
April 11, 2016April 18, 2016Daniel Ddiba@DanielDdiba
April 18, 2016April 25, 2016Isabelle Wahlf@
April 25, 2016May 2, 2016Martin Rundkvist@
May 2, 2016May 9, 2016Emma Twist@
May 9, 2016May 16, 2016Markus Ohlsson@
May 16, 2016May 23, 2016Andreas Rolén@
May 23, 2016May 30, 2016Jan Ainali@
May 30, 2016June 6, 2016Agnes Kilponen Persson@agneskilponen
June 6, 2016June 13, 2016Birgitta Jonsson@FruJonsson
June 13, 2016June 20, 2016Anton Jonsson@
June 20, 2016June 27, 2016Natsuko Konishi@sthlm_tokyo
June 27, 2016July 4, 2016Maral Kalajian@maralkalajian
July 4, 2016July 11, 2016Fanny Arendt@
July 11, 2016July 18, 2016Johannes B@bannesb
July 18, 2016July 25, 2016Erika Göthberg@kastrullis
July 25, 2016August 1, 2016Karolina Vannebäck@
August 1, 2016August 8, 2016Rickard Chalupa@blanksteg
August 8, 2016August 15, 2016Lara Olivetti@
August 15, 2016August 22, 2016Ellen Haglund@
August 22, 2016August 28, 2016Gustave Lund@GustaveLund
August 29, 2016September 5, 2016Elin Lawergren@freakfabrik
September 5, 2016September 12, 2016Gavin Andersson@
September 12, 2016September 19, 2016Emma Frans@
September 19, 2016September 26, 2016Simon Lusetti@Lussetti
September 26, 2016October 3, 2016Christofer Ohlsson@
October 3, 2016October 10, 2016Jenny Nguyen@
October 10, 2016October 17, 2016Karin Nygårds@grishund
October 17, 2016October 24, 2016Anders@svenskprepper
October 24, 2016October 31, 2016Katrin@akutdok
October 31, 2016November 7, 2016Mackan Andersson@
November 7, 2016November 14, 2016Matt Anderson@
November 14, 2016November 21, 2016Katja Fedorova@
November 21, 2016November 28, 2016Christoffer Andersson@straholic
November 28, 2016December 5, 2016Elin Helander@ElinHelander
December 5, 2016December 12, 2016Robin Färdig@
December 12, 2016December 19, 2016Joel Berghult@
December 19, 2016December 26, 2016Ulrica-Andersson@
December 26, 2016January 2, 2017Aron Flam@
FromToNameTwitter
January 2, 2017January 9, 2017Diana Voxerbrant@voxerbrant
January 9, 2017January 16, 2017Charbel Talani@Asfyxi
January 16, 2017January 23, 2017Mika Gredegård@mikagredegard
January 23, 2017January 30, 2017Johan Svensson@SnilletJohan
January 30, 2017February 6, 2017Joakim Kvist@HejaInternet
February 6, 2017February 13, 2017Dennis Steisjö@Steisjo
February 13, 2017February 20, 2017Emma Johansson@kseenaa
February 20, 2017February 27, 2017Max Karlsson@KarlssonMax
February 27, 2017March 6, 2017Fredrik Strage@fredrikstrage
March 6, 2017March 13, 2017Paula Avila@fenjima
March 13, 2017March 20, 2017Beatrice Rindevall@BeaRindevall
March 20, 2017March 27, 2017Aron Strandberg@aronstrandberg
March 27, 2017April 3, 2017Diego Peñaloza@godiepeco
April 3, 2017April 10, 2017Assi Süer@Astrobloggen
April 10, 2017April 17, 2017Kim Bäcksbacka@finnishpaleface
April 17, 2017April 24, 2017Sandra Karlsson@litenspindel
April 24, 2017May 1, 2017Johan Hedbergmatgeek on YouTube
May 1, 2017May 8, 2017Carl Stanley@CarlStanleyy
May 8, 2017May 15, 2017Vian Tahir@peakgeekpod
May 15, 2017May 22, 2017Tobias Johnsson@bandyzocke
May 22, 2017May 29, 2017Lina Lindström@landstromlina
May 29, 2017June 5, 2017Erik Dahlqvist@ErikDahlqvist

References[edit]

External links[edit]

What would you do if you were able to tweet on behalf of an entire country for a week? Would you recommend things to do and places to see, share opinions and ideas? Or would you use foul language, post pictures of fruit that look like genitals and post links to your own site? The former is at least the idea that one person should do for a week for Sweden’s official Twitter account @sweden, “the world’s most democratic Twitter account”.

The project Curators of Sweden is an initiative of the Swedish institute and VisitSweden. The idea  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.”

Now, what a brilliant idea to turn to the crowd and let ordinary Swedes share their views on Sweden. The only problem with letting go of control is that, well, you have little control. You see, there is one thing I’m not particulary impressed with in this campaign so far, and that is the actual tweeting.

The whole purpose of this activity is that the tweets should be linked to Sweden and create interest in Sweden. But I have a hard time seeing that tweets containing foul language, mentions of dreams of racist jokes or jokes about planning terrorist attacks on Twitter are what the Swedish Institute had in mind.

Or images of fruit that look like…

Then I also find it a bit unprofessional to use this opportunity to repeatedly link to your own website (in this case the news site Ajour.se).

My intention is not to pick on this tweeter. I’m not offended and I can see the humour in most of this. I also understand you must have a high tolerance for the type of content or it would run the risk of being boring. And there are plenty of links that have a Swedish connection (although many don’t). But there’s a time and place for everything, and as an observer, this is not the kind of content that I appreciate being posted on the @sweden Twitter account.

This leads me to question if the “curators of Sweden” were given any rules or guidelines and if so, what the account owners are doing to make sure these guidelines are followed. At least they articulate, in the disclaimer, that tweets may be removed, which indicates some sort of monitoring and rules.

“Si/VisitSweden do not endorse any Curator Submission or any opinion, recommendation, or advice expressed therein, and Si/VisitSweden expressly disclaims any and all liability in connection with Curator Submissions.

Si/VisitSweden reserves the right to remove Curator Submissions without prior notice.”

I really like the idea with Curators of Sweden and I hope it picks up some pace. Right now, I’m just underwhelmed.

Posted in Case Studies, Twitter.

Tagged with curation, Curators of Sweden, Sweden, Twitter.

Bykullin–December 16, 2011

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