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Virtual reference

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Virtual reference (VR) is the remote, computer-mediated delivery of reference information provided by library professionals to users who cannot access or do not want face-to-face communication. Virtual reference service is most often an extension of a library's existing reference service program. The definition formulated by the American Library Association's (ALA) 2004 MARS Digital Reference Guidelines Ad Hoc Committee contains three components:

  1. "Virtual reference is reference service initiated electronically, often in real-time, where patrons employ computers or other Internet technology to communicate with reference staff, without being physically present. Communication channels used frequently in virtual reference include chat, videoconferencing, Voice over IP, co-browsing, e-mail, and instant messaging.
  2. While online sources are often utilized in provision of virtual reference, use of electronic sources in seeking answers is not of itself virtual reference.
  3. Virtual reference queries are sometimes followed-up with telephone, fax, in-person and regular mail interactions, even though these modes of communication are not considered virtual."[1]

Nomenclature

The terminology surrounding virtual reference services is often vague and confusing, with multiple terms used for the same definition.[2] The preferred term for remotely-delivered, computer-mediated reference services is virtual reference, with the secondary non-preferred term digital reference having gone out of use in recent years. Chat reference is often used interchangeably with virtual reference, although it represents only one aspect of virtual reference. Virtual reference includes the use of both synchronous (i.e., IM, videoconferencing) and asynchronous communication (i.e., texting and email). Here, synchronous virtual reference refers to any real-time computer-mediated communication between patron and information professional. Asynchronous virtual reference is all computer-mediated communication that is sent and received at different times.[3]

Background

Providing remote-based services for patrons has been a steady practice of libraries over the years. For example, before the widespread use of chat software, reference questions were often answered via phone, fax, email and audio conferencing. Email is the oldest type of virtual reference service used by libraries.[3] Library services in America and the UK are just now gaining visibility in their use of virtual reference services using chat software. However, a survey in America revealed that by 2001 over 200 libraries were using chat reference services.[4] The rapid global proliferation of information technology (IT) often leaves libraries at a disadvantage in terms of keeping their services current. However, libraries are always striving to understand their user demographics in order to provide the best possible services.[4][5] Therefore, libraries continue to take notes from current cyberculture and are continually incorporating a diversified range of interactive technologies in their service repertoires. Virtual reference represents only one small part of a larger library mission to meet the needs of a new generation, sometimes referred to as the "Google Generation", of users who have grown up with the internet.[6] For instance, virtual reference may be used in conjunction with embedded Web 2.0 (online social media such as Facebook, YouTube, blogs, del.icio.us, Flickr, etc.) applications in a library's suite of online services.[7] As technological innovations continue, libraries will be watching to find new, more personalized ways of interacting with remote reference users.

Software features

Virtual service software programs offered by libraries are often unique, and tailored to the individual library's needs.[5] However, each program may have several distinct features.

Knowledge base

A knowledge base is a chunk of information that users can access independently. An example of this is can a serialized listing of frequently asked questions (FAQ) that a user can read and use at his or her leisure.

Online chat

Online chat, or instant messaging (IM) has become a very popular Web-based feature. Instant messaging is a real time conversation that utilizes typed text instead of language. Users may feel a sense of satisfaction with the use of this tool because of their personalized interaction with staff.

Email

The use of electronic mail (email) in responding to reference questions in libraries has been in use for years. Also, in some cases with the IM feature, a question may be asked that cannot be resolved in online chat. In this instance the staff member may document the inquiring patron’s email address and will the user a response.

Text messaging

With the increase in use of text messaging (Short Message Service or SMS), some libraries are also adopting text messaging in their virtual reference services. Librarians can use mobile phones, text-to-instant messaging or web-based services to respond to reference questions via text messaging.

Co-browsing

Co-browsing, or cooperative browsing, is a virtual reference function that involves interactive control of a user’s web browser. This function enables the librarian to see what the patron has on his or her computer screen. Several types of co-browsing have been offered in mobile devices of late; libraries may have software that incorporates dual modes of co-browsing in a variety of formats. For instance, it is possible to browse on a mobile device within and between documents (such as Word), webpages, and images.[8]

Pre-constructed message

In virtual reference systems some forms of communication are automated, such as basic instructions for database use, standard greetings and farewells.

Statistical reporting

This feature is important in order for the library staff to effectively learn how the systems is used, to see patterns of use and the evaluate the overall effectiveness of the system.

Providers

United States

  • Ask a Librarian, Florida state's virtual reference service, provides live chat with co-browsing and email functions.
  • KnowItNow24x7, Ohio's statewide live reference service with email followups; services are provided 24 hours a day, 7 days a week.
  • L-net, Oregon's statewide online chat and email reference service.
  • QandANJ.org, New Jersey's statewide virtual reference service, provides live answers 24 hours a day, 7 days a week. It connects users to public and college librarians.
  • Text a Librarian powered by Mosio; an American Library Association (ALA) - approved text messaging reference software provider.[citation needed]

United Kingdom

For an extensive list of international virtual chat reference services, see the LIS wiki Chat reference libraries.

See also

Footnotes

  1. ^ MARS Digital Reference Guidelines Ad Hoc Committee (2004). "Guidelines for Implementing and Maintaining Virtual Reference Services". Reference and User Services Quarterly. 44 (1): 9–14.
  2. ^ Pace, A. (2003). "Virtual Reference: What's in a Name?". Computers in Libraries. 23 (4): 55–56. {{cite journal}}: Unknown parameter |month= ignored (help)
  3. ^ a b Kern, M.K. (2009). Virtual Reference Best Practices: Tailoring Services to Your Library. Chicago: ALA.
  4. ^ a b Chowdhury, G.G.; et al. (2008). Librarianship: an introduction. London: Facet. {{cite book}}: Explicit use of et al. in: |first= (help)
  5. ^ a b Brophy, P. (2007). The library in the twenty-first century (2nd ed.). London: Facet.
  6. ^ Rowlands, I. (2008). "The Google generation: the information behaviour of the researcher of the future". Aslib Proceedings. 60 (4): 290–310.
  7. ^ Xiao, N. (2008). "Web 2.0 as catalyst: Virtually reaching out to users and connecting them to library resources and services". Issues in Science and Technology Librarianship. 55 (Fall).
  8. ^ Hua, Z.; et al. (2008). "Chapter 2.10: A Cooperative Framework for Information Browsing in Mobile Environment". In: Taniar, D. (2008) Mobile Computing: Concepts, Methodologies, Tools, and Applications. London: Information Science Reference. pp. 497–505. {{cite book}}: Explicit use of et al. in: |first= (help)

References

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