In a weird but awesome move, Sweden has started a campaign where its official Twitter account, @sweden, will be taken over and operated by a different Swede every week. The project is called "Curators of Sweden" and operates under the idea that "No one owns the brand of Sweden more than its people. With this initiative we let them show their Sweden to the world," as said by Thomas Brühl, the CEO of the national tourism agency VisitSweden. That's a nice sentiment, right? But surely they must assert some level of control over each operator. In short, no. In long, nooooooooo. And it's glorious.
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