It starts with an uninspiring invitation from the European Commission.
The commissioner in charge - or rather his cabinet member entrusted with his twitter account - then gets prompted into action.
On the Monday morning, two days before the big day, some over-eager young social-media comms lackey gets in on the act.
He says he's excited.
He probably is.
At this stage a number of lobbyists jump the gun, and start tweeting the #AskBertie hashtag WAY too early.
A day later, Frederik is still excited. He and his colleague Piet have been collating inland-waterway statistics for the commissioner. This, they feel, must be brought to everyone's attention.
At this point the assorted twakeholders unleash their unimaginative twobbying.
The swan-huggers make the most of the moment.
Some PR person with a big hotellier client tries to capitalise.
And the swan people have another go with a more emotive line.
The retweets will have been enough (barely, but enough) to bring the Tweetchat to the attention of others in the EU twattosphere.
The better of the two commissioner parody accounts (yes, there's more than one) also tries to crowbar some semblance of humour from the twituation.
And the 'look-I've-got-a-sense-of-humour' ones.
And after it's all over, some freelance social-media 'guru' who can't get a proper job will tweet an 'engagement matrix' graphic for the Tweetchat, purporting to prove something or other.