As the first country in the world, Sweden let go of an official communication channel and handed it over to its citizens. Every week, someone new is @sweden, sole ruler of the world’s most democratic Twitter account. Week by week, tweet by tweet a new picture of Sweden emerges, different from what could be provided with glossy brochures or one-way communication.

Since Twitter is an online platform, it knows no boundaries and is easy to share. Twitter has the ability to track activities in real time and it is open, transparent and innovative. Also, the media budget is zero because we believe that a great idea spreads organically and will generate earned media. The fact that most journalists are on Twitter made the medium an ideal platform for this.

The initiative has no end date and its results exceeded all expectations. The objective was to double the number of followers from 8.000 to 16.000 within 6 months. This was achieved after 4 weeks and currently, the account has a solid following by more than 65.000 people in 120+ countries: interacting, re-tweeting (reaction rate up from 40% to 575%), asking and commenting a country.

We expected the press to pick up the subject, especially in Sweden. Well, they did: all over the world and in all media. Just in the 13 countries monitored, the equivalent PR value after the first 6 months added up to a staggering US$ 40 million.

So far, the project inspired more than 70 countries, cities and groups of interest (www.rotationcuration.com) to openly copy it and thus created a new movement on twitter - and ended up on WikiPedia.