digital reference delivering remote services. definition (rusa) virtual reference is reference...
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Definition (RUSA)
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.
Definition (RUSA)
While online sources are often utilized in provision of virtual reference, use of electronic sources in seeking answers is not of itself virtual reference.
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.
Digital Reference
Expands service to remote users Those with physical disabilities and
mobility issues Hearing impaired Rural patrons May overcome other barriers to
approaching physical/traditional reference desk
Patrons/ Clientele
Clearly define the clientele Address issues of patron authentication,
if required. Any exclusions should be uniformly
enforced Market to targeted groups
Parameters of Service
Should be extension of traditional reference Same quality goals Clearly define levels of service, including:
Types of questions service will (or will not) answer. How to respond to queries outside of the
parameters of service. Is document delivery included? Is it free? Patron population served.
Infrastructure
Equipment, facilities, and technology must be updated, plan for evolution
Considerations must be made for patron infrastructure/equipment access, including patrons with disabilities.
Spectrum of Service Models
email Instant message
Commercial chat
asynchronous
synchronous
Page-pushingCo-browsingVoice over IPWeb conferencing
Instant Message
Patron familiarity Low/ no cost Little/ no special
technology
Management intensive Queuing Stats Typing (no scripting,
no page-pushing or cobrowsing= more typing)
Many different applications- Meebo solves some of this
Advantages Disadvantages
Commercial Chat
Page-pushing/ Co-browsing
Application sharing
Scripting Transcripts Stats Question routing
More tech intensive Plug-ins More platform
dependence Server space/ tech
support Expensive Lower patron
familiarity
Advantages Disadvantages
Some Tools
Embedded IM Libraryh3lp
Multiple logins Saves transcripts Facilitates transfers
Meebo, etc. Crosses platforms Allows for embedding
Staffing Models
On-site or Off-site Hours of operation
Regular, predictable schedule Single or Double duty
Prioritizing if double duty Scheduling if single duty
Collaborative/ Consortium Staffing More common in public libraries Issues of geo-local questions
Behavioral Issues in Virtual Reference
Effective reference interview
Adherence to RUSA guidelines
Bias or discrimination during interactions Response times Length of answers Forms of address and
closure
Inappropriate questions/ remarks
Threats Impatience Inappropriate
requests- homework, copyrighted or subscription protected materials.
Librarians Users
Librarian Guidelines
Set levels of expectation for behavioral interactions and quality Importance of greetings and closings Maintaining “word contact” throughout interaction
to avoid “dropped” patrons Web communication conventions
Acronyms (BTW, IMHO) Emoticons ;0)
Time parameters Order of answering calls Turnaround time on emails “Callbacks” or email follow-up for in-depth
questions
Behavior in Virtual Reference User guidelines (i.e. Texas State)
Be patient. Network traffic may affect response time. A reference librarian will respond to your question as soon as possible. If your question is urgent, you may send your response by email.
Communicate in short sentences. Reference questions will be answered in the order
they are received. Inappropriate behavior will not be tolerated.
Common courtesies are expected and appreciated. A survey will be available at the end of each chat
session for users for feedback and comments about the service.
http://www.library.txstate.edu/about/departments/ref/policies/vrpolicy.html
Instruction
A substantial amount of instruction takes place
Incorporate guidance on finding and evaluating information, not just providing answers
Advantage is single contact, point-of-need assistance
Can reduce time by incorporating video, images, and web annotation rather than just text
Privacy and Confidentiality
Include privacy disclaimers Develop retention schedules for transcripts &
make publicly available Patrons should be alerted if transcripts are
saved Remove identifying information If questions are used for databases & FAQs,
make sure no privacy/confidentiality is violated Alert patrons that question content may be
sued in this way. Allow for patron feedback
Pew Research Report (2008) Overall connectivity (at home)
55% of American adults have broadband 17% growth in adoption over 1 year
10% have dial-up access 27% are not internet users (mostly over 60)
Breakdown 25% of low income (>$20,000/yr) 43% of African Americans
Flat growth rate for both above groups 38% of rural Americans (compared to 57%
urban)
Pew Research Report (2008) Levels of service
54% have basic broadband 29% have premium One in ten non-broadband users say
services aren’t available where they live
http://www.pewinternet.org/~/media/Files/Reports/2008/PIP_Broadband_2008.pdf
References
Breitbach, William and DeMars, J. Michael(2009) 'Enhancing Virtual Reference: Techniques and Technologies to Engage Users and Enrich Interaction', Internet Reference Services Quarterly, 14: 3, 82 — 91
Gronemyer, Kate; Deitering, Anne-Marie. ‘I Don’t Think It’s Harder, Just Different.’ Reference Services Review, 2009, Vol. 37 Issue 4, p421-434,
• Pew Research Report. (2008) Broadband. http://www.pewinternet.org/~/media/Files/Reports/2008/PIP_Broadband_2008.pdf
References
Texas State Virtual Reference Policies• http://www.library.txstate.edu/about/departments/ref/
policies/vrpolicy.html
IFLA Digital Reference Guidelines http://archive.ifla.org/VII/s36/pubs/drg03.
htm RUSA Guidelines http://www.ala.org/ala/mgrps/divs/rusa/
resources/guidelines/virtrefguidelines.cfm