Each day we provide a roundup of five stories from around the Web that our editors read and found noteworthy. Follow us on Twitter for updates throughout the day @digiday.
Swedish Show and Tell: It sounds like the fantasy of a geek who lives primarily in a pixelated universe: being placed in charge of the Twitter account of an entire country. Those super-hip Swedes at curatorsofsweden.com give one random Swedish citizen a chance to Tweet in the name of all Swedes for a week through the @sweden Twitter address in a social engagement project that has been called “an insane breach of branding principles.” Breach, yes, insane no. Sweden, like most brands, retailers and smart marketers know that you don’t really need an 80-person big data firm to connect with your audience. You can connect, using common-sense, right where they are, in social. Sweden is using the much-lauded Voluntaire agency which states that “no one is waiting for an advertising campaign” and “companies no longer have the power to control their brands.” For Voluntaire, and the @sweden campaign, branding has become about real-time interactions, not just target audiences derived from algorithms of varied quality. The big data industry, with all of its pomp and circumstance, ought to take a few cues from Sweden and focus on creating crowdsourced innovations, not just audience segments for banner ads. Brandchannel — Carla Rover @carlarover
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Caution! Bubble Deflation in Progress: Fear that tech startups might be riding a new bubble, ala 1990s, may have been allayed this week by a number of stories. Oracle, not a newcomer to the space, is nevertheless getting hammered on Wall Street because of quarterly earnings that have fallen short of projections. Also feeling the tech pinch are TripAdvisor, which took a hit on its first day of trading after being spun off from Expedia.com, Salesforce.com and even elder statesmen like IBM, Hewlett-Packard and Dell. According to at least one analyst Oracle is a bellwether for IT stocks and its precipitous drop bodes badly for the entire sector. All Things D – TripAdvisor and All Things D — Oracle — Anne Sherber @annesherber