Abstract
Social networking claimed center stage as the big Web phenomenon of 2008. According to “Global Faces and Networked Places,” a report released by Nielsen Online in March 2009, “two-thirds of the world's Internet population visits a social network or blogging site and the sector now accounts for almost 10% of all Internet time. ‘Member communities’ has overtaken personal e-mail to become the world's fourth most popular online sector after search, portals and PC software applications. The story is consistent across the world, ‘Member communities’ has taken a foothold in every major market from 50% of the online population in Switzerland and Germany to 80% in Brazil. Facebook has become the largest player on the global stage, dominant in many countries, yet localized offerings have won the day in many others.”
Although this explosive popularity is impressive, the social networking wheat is already beginning to separate from the chaff. According to Jeremiah Owyang's “Web Strategy” blog (www.web-strategist.com, January 11, 2009), just 10–40% of all registered users become active users (i.e., “actual users sticking around and using the social network”).
ALA has adopted and customized a range of social networking tools for its members with varying degrees of importance and participation. For all members and prospective members, LabAutopedia offers the most substantive and interactive forum available anywhere. The Lab Man's podcasts, blogs, and related discussion forums also generate unique collaborative wisdom. To a lesser degree, so does ALA's LabAuto Channel on YouTube. Soon, JALA Online readers will be able to add comments and annotations to peer-reviewed scientific manuscripts. For personal communication, many ALA members, especially students and early career professionals, take advantage of ALA's Facebook and Linked-In networks while the ALA Career Connections initiative continues to bring together prospective employers and employees. For simple information sharing, the LabAutomation conference's many participants receive news and reminders via the ALA LabAutoTwitter as a supplement to regular Web postings and e-newsletter communication.
Just as individual ALA members continually evaluate the effectiveness and efficiency of emerging technologies in their labs, ALA leadership maintains a watchful eye to ensure that ALA members truly are benefitting from these new technology trends. This scrutiny, coupled with ALA's sharply focused strategic plan and its commitment to being nimble, puts ALA well ahead of many membership societies and associations. This is much more than just a boastful claim. Harnessing technology to create new delivery channels for member education and service has for years been standard operating procedure for ALA. The payback is especially gratifying in uncertain economic times.
Although many associations struggle with how they can continue to afford traditional member programs, ALA is fine tuning the relevance and value of its virtual organization and technological infrastructure. As ALA members, your preferences and priorities shape this process. Unlike associations that are housed by bricks and mortar, nothing at ALA is cut in stone. As our scientific specialty continues to grow and evolve, so will our association community.
Sincerely,
