Submitted by Amy Peveto on Mon, 01/02/2012 - 10:09am

I see what you mean, Pekka. Most reasonable people aren't going to be dissuaded from visiting Sweden on holiday simply because a few people acted like idiots on Sweden's Twitter feed.

However, I must disagree with the statement, "...which is always good for marketing." It's similar to the idea that "even bad PR is PR!"

Negative PR can increase visits to the site and social media mentions, but it's still negative PR. And it will always be there, indexed in Google, visible to anyone who searches. So it's important to be careful about what kind of marketing you use.

That said, I don't think this is a terrible move on Sweden's part. I haven't seen any more major blog posts about it, so I don't think it's garnering negative attention. I'm interested in seeing if VisitSweden releases any information on ROI of the experiment — did visits go up? Are there more or fewer Twitter followers? etc.

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