iWorld
Country branding on Twitter
MUMBAI: There is scope for country branding on Twitter. Only nine governments out of the 193 UN member states own their country name Twitter handle.
@GreatBritain, @Israel, and @Sweden are notable examples of nations promoting themselves on Twitter. @GreatBritain is part of the ‘Britain is Great’ campaign launched in March 2012 to highlight everything that is great about the UK. The country marketing campaign, led by a central team at Number10 involves UK Trade & Investment, VisitBritain,
the national tourism agency, Foreign & Commonwealth Office and the British Council.
The @GreatBritain account, which only has 4,021 followers, is just one small part of the overall campaign which ran in 17 cities around the world and which has attracted more than 835,000 likes on its 13 different Facebook pages.
The account tweets about everything that is great about Britain, from Team GB’s success at the London Olympics, to investment in the UK and great sites to visit in the UK. Its most popular tweet was about Prime Minister David Cameron’s favourite music, sent on 14 May 2012 and retweeted 166 times: “The Prime Minister has chosen his favourite album of all time. It’s The Dark Side of the Moon by Pink Floyd! #Music is #GREATBritain”.
@Israel is the country’s official Twitter channel, maintained by the Foreign Ministry’s Digital Diplomacy Team. The account is one of the most followed country accounts with more than 66,000 followers and serves as the focal point for Israel’s government Twitter activity.
The Swedish government has given its official Twitter handle to the people. Every week another Swede is in charge of the @Sweden account sharing recommendations, opinions and facts about life in Sweden with over 65,000 followers. The Curators of Sweden project was launched in December 2011 and, despite some unfortunate tweets, has been copied
with varying success by @Ireland and @NewZealand. The project has also inspired volunteer groups in over 20 countries to engage in what has become known as the rotation-curation movement.
The Twitter accounts of @AntiguaBarbuda, @Barbados, @Lithuania, the @Maldives, @SouthAfrica, and @Spain are run by their respective official tourism organisations to promote tourism in each country.
However, three out of five country accounts are either protected, dormant, inactive, or suspended and almost half of the 71 remaining active accounts are tweeting an automated news feed broadcasting news about the country.
These details were provided by Burson-Marsteller in the second installment of its Twiplomacy study (http://twiplomacy.com), looking specifically at country branding on Twitter.
Burson-Marsteller EMEA Digital Practice head Matthias Lüfkens said, “Looking at the findings it becomes clear that few governments and tourism organisations have understood the power of country branding and marketing on Twitter. There is a huge opportunity for countries to use Twitter as part of their communications to engage with a large and
growing audience.”
Data used was taken in November 2012 looking at the Twitter handles of the 193 UN member countries. Burson-Marsteller used Twitonomy (http://twitonomy.com) to analyze tweeting patterns and the Twitter history of each account.
Gaming
Sony raises PS5 prices for second time in under a year
US disc edition jumps $100 to $649.99 as memory costs surge.
MUMBAI: Sony just hit the pause button on affordable gaming because when memory prices skyrocket, even the Playstation has to pay the premium. Sony has announced its second price increase for the Playstation 5 range in less than a year, citing pressures in the global economic landscape and a sharp rise in memory component costs driven by AI demand.
In the US, the PS5 disc edition will rise from $549.99 to $649.99, a $100 hike while the digital edition increases to $599.99. The more powerful PS5 Pro will jump $150 to $899.99. The Playstation Portal remote player will also rise by $50 to $249.99. The new prices take effect on 2 April 2026.
Similar increases have been applied in the UK (£90 per model), Europe and Japan. Sony last raised PS5 prices in the US in August 2025.
“We know that price changes impact our community, and after careful evaluation, we found this was a necessary step to ensure we can continue delivering innovative, high-quality gaming experiences to players worldwide,” Sony said in a blog post.
The hikes come amid an unprecedented surge in memory prices, as manufacturers prioritise supply for AI data centres. Analysts say Sony had likely secured price protections for components that have now expired, forcing the company to protect its hardware margins.
Ampere Analysis research director of games Piers Harding-Rolls told CNBC that further increases from Microsoft and Nintendo would not be surprising, though Nintendo may hesitate to raise the price of its recently launched Switch 2 while establishing the new platform.
The increases arrive eight months before the highly anticipated release of GTA 6, which is expected to drive strong console sales. However, early reactions online have been a mix of disappointment and resignation, with growing concern that premium gaming is increasingly becoming a hobby for higher-income players.
In a sector already grappling with tariffs, inflation and component shortages, Sony’s move underscores a tough reality: even the most popular consoles are not immune to the rising cost of keeping up with the latest technology.
