ASM Launches WeChat Account to Extend Reach in China

July 14, 2021

Washington, D.C. – July 13,  2021 – Building upon the success of the World Microbe Forum, an international meeting hosted by the American Society for Microbiology (ASM), in collaboration with 8 other microbiological societies, ASM continues to expand its global footprint by partnering with the Charlesworth Group to establish a WeChat account that will broaden the reach and accessibility of ASM Journals in China. With the goal of fostering this international community of microbiologists, research published in ASM Journals will be translated to Chinese and promoted on a biweekly basis on WeChat, a Chinese multi-purpose messaging and social media platform. 

"In order to publish and promote the highest quality research in the microbial sciences and support open science, it is critical that we connect with our audiences where they are,” said Catherine Ort-Mabry, Chief Marketing and Communications Officer, ASM. “One of the best ways to connect with scientists in China is through WeChat, and the Charlesworth Group’s expertise helps ASM do just that.”

The initial focus for the initiative will be ASM’s recently relaunched gold open access and broad-scope journal, Microbiology Spectrum. Dedicated to open access, sound science and reproducibility, Microbiology Spectrum promotes an "all microbes welcome" philosophy. In addition to welcoming all microbes, the journal welcomes editors from around the world, and the global editorial board strengthens ASM’s commitment to making microbiology research open and accessible to all, making it the ideal courier for ASM’s WeChat debut. 

The Charlesworth Group, a dedicated Beijing-based marketing agency that is well respected in WeChat account management, will be responsible for translating the scientific content and sharing it with ASM’s WeChat community. 

Charlesworth’s Product and Marketing Director, Andrew Smith stated, “We are delighted to be working with ASM to help them achieve their goals in China. As a core part of their mission, the WeChat Account Management solution helps ASM advance the  microbial  sciences through improved relationship building in China. WeChat is the number one social platform in China with over 1.2 billion monthly active users, making it a must have part of any China  marketing mix.”  

ASM will continue to expand the borders of the microbial science community, ensuring that the latest research in the microbial sciences is available and accessible to all. Collaborations, such as this partnership between Charlesworth and ASM, are key to gaining headway in broadening ASM’s global reach.   


The Charlesworth Group is an authoritative support in China for the publishing community. The Charlesworth Group is a China market expert and recognized as the go-to company for Western publishers. Extensive in-market experience and knowledge of the academic publishing and research landscape underpin The Charlesworth Group’s WeChat Account Management service. The Charlesworth Group has over 22 years of expertise in China, supporting researchers, consortia, librarians and publishers. Constantly evolving, The Charlesworth Group has extensive marketing experience and skills, offering a holistic package of marketing services which can be tailored to the needs of any organization.   


The American Society for Microbiology is one of the largest professional societies dedicated to the life sciences and is composed of 30,000 scientists and health practitioners. ASM's mission is to promote and advance the microbial sciences. 
ASM advances the microbial sciences through conferences, publications, certifications, educational opportunities and advocacy efforts. It enhances laboratory capacity around the globe through training and resources. It provides a network for scientists in academia, industry and clinical settings. Additionally, ASM promotes a deeper understanding of the microbial sciences to diverse audiences. 

Author: ASM Communications

ASM Communications
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