Sweden - the worlds most democratic twitter account dissolves into pure anarchy.

Sweden - the worlds most democratic twitter account dissolves into pure anarchy.
WELCOME TO SWEDEN

where we don't have a bikini team that randomly skydives into your fishing trips with cases of beer, where we don't drive yellow and blue scooters singing about amazing diets. In advertising "Swedish" is pretty much a mishmash of all germanic countries, including of course Switzerland. Even the Italian speaking parts. They sound so alike! We all have chocolate, skiing and cable cars, right?
So it really is no wonder that Sweden decided to market itself on twitter, by allowing a 'random' Swede take over the twitter account @Sweden for a week, to represent but one of the millions of very different people who live here. I say "random" in quote-marks like that as practically every person who has run the account so far has been someone that I follow on twitter. Look, I know the country is small, but that is quite the coincidence. I shall teach you a Swedish word that may explain this phenomena: Ankdamm. Duck pond. The weird thing where everyone knows everyone in certain circles here. Sweden actually choose who gets to tweet as Sweden, by emailing the person and asking them if they would like to.
The twitter experiment could either be carefully selected tweets representing Sweden, and thus not truly representing the many voices here, or an unmoderated hands-off approach .... and today the world finally discovered that the democratic Sweden account is pure anarchy. Tweeter @hejsonja, a 27 year old mother of two from Northern Sweden (specifically Lapland) armed with a twisted sense of humor took over the account this week and began cracking jokes that balanced firmly on the edge of offensive all day, and sometimes fell off it.
She talks about her kids:

Gwyneth Palthrow's "N**ggas in Paris" tweet, but clearly her need to "research" this without looking it up comes from the same type of sheltered privilege.

When she writes "fuzz" she means "fuss" and not the police - being able to string 140 correctly spelled chars together for the Sweden account is clearly not a requirement for the gig.
At this point I have to teach you another Swedish word, and it is:

SKÄMSKUDDE

famous authors start song-talking random love poetry to techno and similar stunts. We only dare look when we win (luckily that's pretty often - neener!). I hid behind my skämskudde for the following hole dug so much deeper.


No. She ain't no Sarah Silverman with her jokes....
Failing to understand what "ethnicity" is to "religion" she soldiers on. Note: In Swedish a naive person is "blue-eyed" which Sonja also is. How fitting!

skämskudde. And so the avalanche of links now making blonde Swedish women famous for something other than willingness to have a lot of sex takes over the web: Gawker: Sweden’s Democratic Twitter Experiment Implodes Before Our Eyes, New Statesman Sweden's official twitter account just got freaky, Mashable: the Sweden twitter experiment goes painfully awry , Adfreak Sweden hands its twitter account to citizens and things get weird etc etc.
WSJ even spoke to the organizers and reports that "Sweden stands by the tweets despite the controversy". Like the CEO of Deep Focus Ian Schafer so aptly points out, "the Oil Spill created awareness for BP".



For extra credit, please do enjoy the often hilarious comics that truly explain the differences between the many nordic countries "Scandinavia and the world" where Swedish ladies are described as the total opposite of Swedish men....



See also Welcome to Sweden where nazi Bimbo-bloggers rule and advertisers like Interflora support them - ankdamm points - the blogger calling this out later tweeted for the account of Sweden on twitter! Only about five people actually live here, the rest of the population is polar bears.

Great! You’ve successfully signed up.

Welcome back! You've successfully signed in.

You've successfully subscribed to AdLand.

Success! Check your email for magic link to sign-in.

Success! Your billing info has been updated.

Your billing was not updated.