The official launch today of BASW's own version of a national social work college is starting to look to me like the beginning of a civil war in social work in England.
On one side the existing National College of Social Work backed by the Social Care Institute for Excellence, Unison, social services directors and social work educators.
On the other side the British Association of Social Workers seemingly stands alone. But BASW's leaders would argue that the battle is for the hearts and minds of ordinary social workers rather than the various representative bodies.
So who will prove victorious?
Both BASW and Unison will hope to mobilise the many thousands of frontline members they already have in the UK - although some will be members of both organisations.
What will be crucial is how well the two college bids reach out to the majority who are currently non-aligned - the floating social workers, if you will.
BASW has gone after this constituency straight away, launching a social media offensive across several platforms.
It has already launched a new website for its college, which it has been promoting heavily on twitter, using its @BASW_UK account.
There is a video, accompanied by stirring music and a Facebook page and a BASW representative has been trying to win the war of ideas on CareSpace (check out the end of the thread).
We wait now for a response from the official college - so far war has not been joined in the social media sphere but the early exchanges could set the scene. Will the the official college choose to remain aloof or get stuck in - we shall wait and see.
And can BASW enlist any allies in its fight? That too could be crucial.
Needless to say, here at Community Care we'll be following every development with keen interest.
(Pic: dclay on flickr)