Trending on Twitter is a big deal—and the @Sweden experiment has been doing just that. It started as a government-backed venture to promote, through Twitter, a new, exciting, and diverse image of Sweden worldwide. Since its inception, @Sweden has spurred a tweeting trend that’s achieving global reach, dubbed Rotation Curation by its founders.

Chances of embarrassment are unusually high when you are @Sweden, the nation’s official Twitter spokesperson...If there is anything to be learned from the @Sweden experiment, a government initiative that entrusts the country’s Twitter account to a new citizen every seven days, it is that there is no such thing as a typical Swede.