DIGITAL REFERENCE

Delivering remote services

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…

Same old reference, different format/method of delivery.

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

Planning for service

Digital Reference

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, Training, & Customer Service

Implementation

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

Training

General technology- software/products Resources Customer service and quality

expectations

In Digital Reference

Challenges and Obstacles

Challenges

Time to answer Lack of nonverbal cues Online behaviors Incorporating instruction

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

Access, Outreach, & the Digital Divide

Connectivity

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