To Be Online or Not To Be, That Is the Question  

One cannot turn on the evening news or follow a developing story without hearing the phrase, "follow us @ Twitter.com." The Regional Planning Coordinators and I have been wondering what online resources and social media tools Branches might wish to use, and what ones might be beneficial to help foster Branches' core missions of Networking, Programming, and Scientific Discourse.  

When I assumed the chair of the Branch Organization Committee (BOC) in 2008, Twitter was in its infancy and other social media services like LinkedIn and Facebook were just beginning to exert influence across the digital landscape. Now, a mere two years later, social media services are common household words, have created new meanings for old words-like "tweet" and "twittering," and often are the subject of heated discourse between parents and children.  

The role of the BOC, through its activities and programs, is to help Branches excel in their core missions. I think we can all immediately appreciate the role social media services such as Facebook can serve in fostering the networking component- an essential cornerstone of any successful Branch activity. But what about the other core missions of Branches?  

We, like the generation of 100 years ago, are witnessing how new communication technologies transform the workplace. I am certain that many of you followed with interest the emergence of the H1N1 virus and its subsequent spread across the globe. The Centers for Disease Control and Prevention (CDC) rapidly disseminated information about this emerging pathogen. To facilitate the widespread distribution of timely information, CDC created a Twitter feed. Some wondered whether the Twitter message size of 140 characters would limit its utility and efficiency. CDC used tight narratives supplemented with appropriate hyperlinks, which provided in-depth information with dispatch. This one Twitter account (http://twitter.com/CDCEmergency) attracted 1,247,486 self-selected followers and resulted in the timely, "viral" spread of essential information, keeping all interested parties informed of the relevant issues relating to H1N1.  

This example from CDC highlights just one of the many benefits that social media affords. But what can these tools do for Branches? Can and will the membership embrace the use of these tools? Will they be able to participate? Is Twitter the right platform? Should Branches use Facebook or the ASM Community (http://community.asm.org/) site? The answers to the above questions will come from ASM members. With this in mind, we recently asked Branch leaders to poll their members about their views on this topic via a brief survey on social media. All answers will be considered carefully.  

With the help of the Branches, the BOC will navigate through this rapidly changing technological environment. The watchword will be flexibility. Although the technology is ever-changing, one thing is certain: whatever technology is deployed, it should be enabling and welcoming to the membership of the Branch. Done right, whichever tool(s) a Branch selects should elevate an appreciation that Branches are "cool" and accessible resources for microbiologists. To learn of your next opportunity to participate in ASM Branch programming and networking opportunities go to http://www.asm.org/Membership/index.asp?bid_23253.  

Michael G. Schmidt  
Chair, Branch Organization Committee