Purpose: The projects purpose it to find out if the mediation has changed the work with Sweden as a brand.
Issues: The main question this paper is based on is: How has the modern medialization changed VisitSweden's work with Sweden's brand?
To answer the main question in a simpler way we will be using several sub queries as follows:
What strategies does VisitSweden use to brand Sweden on Twitter?
What are VisitSweden’s views on Social Medias?
What does the image building look like on the Twitter channel @sweden when it comes to the brand Sweden?
How has the use of curators democratized the work on the project Curators of Sweden?
Theory: The theories in the essay are based on Nation branding, Public Diplomacy and Medialization with the weight on Public Diplomacy. Besides these theories the essay includes the theories of Public Relations and Public sphere that will be used to some extent.
Method: The paper has investigated the Twitter channel @sweden's news flow through a quantitative and qualitative content analysis. It will also analyse the document Sverigebilden using a qualitative content analysis and document analysis, in the end, a qualitative interview with VisitSweden's Head of Social Media.
Results: The survey reveals a nuanced way to which a Twitter channel can promote a country as a brand and how to utilise spokespersons to make it happen. VisitSweden shows how, through preparation and monitoring, all Public Relations can become good Public Relations. By being an early adopter of the medium, VisitSweden have been able to create interest through innovation and breaking new ground. It has since implemented a well controlled project that supports the brand through the use of core values that have been set in advance.