Virtual Library Reference Services Cynthia H. Venditte
Virtual Library Reference Services
Providing personalized information services has always been the central theme of the library and information profession (Bunge, 1999). Reference librarians are part of a “service profession dedicated to providing reader advisory and reference desk services that equitably and efficiently match information sources to a specific user at the point of need while helping users find the information they need” (Rockman & Watstein, 1999, p.46). In 1876, at the first
American Library Association (ALA) conference, librarians were advised to disseminate
information, instead of merely collecting materials (McGlamery & Coffman, 2000). McGlamery and Coffman (2000) noted that since the 1876 ALA conference, reference librarians have
typically utilized the latest technologies to ensure that information seekers get what they need, in the most opportune method possible. With the development of the World Wide Web, virtual reference services are now beginning to take over a number of of the roles of the traditional library reference desk (Carlson, 2007). Rockman and Watstein (1999) noted that its range of both technology services and enabling technologies should define a reference department; the same way a library’s traditional reference desk used to be defined by the breadth and depth of their reference collections. This paper will compare and contrast several virtual library reference service and technologies: instant messaging, emails, and the telephone; Web-based contact center software; and the 3D reference services located in the virtual world of Second Life.
The services offered by a library’s traditional reference desk are generally divided into three groups: services that involve either finding the required information for the users, or
assisting users in finding information; instruction in the use of library resources and services; and assisting users in selecting the most appropriate information sources and services (Bunge, 1999). Related to these three groups of services is the concept that reference librarians must also be
aware of the principles of customer service (Erdman, 2007). Thus, an essential part of any reference service is the reference interview, or the personal discussion between a user and the reference librarian (Chowdhury, 2002). Reference librarians use reference interviews to understand a user’s specific information need(s) and to collect information about the user's subject knowledge and their reason for finding the specific information (Chowdhury, 2002). Chowdhury (2002) noted that if the reference interview was done correctly, the reference
librarian would be able to filter the retrieved information in order to choose the most appropriate sources for the user. However, Rockman and Watstein (1999) pointed out that traditional
reference services have changed because of the explosion of information technology, the changes in technology associated with information, and the heightened importance information plays in twentieth-century society. Since the arrival of the Internet, circa 1991, traffic at traditional reference desks has dropped off as much as 48 percent (Carlson, 2007). Carlson (2007) reported that during the 2005 school year at Temple University, reference-desk questions were down 15 percent from the prior year. In September 2007, traditionally one of this academic library’s busiest months, the reference desk fielded just over 4,400 questions (Carlson, 2007). Of those 4,400 questions: 243 involved interaction and research, approximately 2,300 were simple reference questions, and more than 1,800 were "directional” or pointing to the stacks, the computers, or the nearest toilet (Carlson, 2007). These statistics give credence to McGlamery and Coffman’s (2000) claim that in order to enhance the value of contemporary reference transactions, and perhaps more importantly, to bring the reference librarian to the researcher, reference librarians must offer virtual reference services. A library’s virtual reference service can be defined as the delivery of personalized reference resources to users outside the physical
library (Breeding, 2001). Three technologies used to provide reference services outside the physical library are instant messenger, emails, and telephones.
Instant messaging (IM) provides a two-way conversation, or chat, in real time. It is similar to a telephone call, except that it uses text instead of voice. One major advantage of IM is that most chat-based services are free (Ruppel & Fagan, 2002). Since they are free services, Netscape's Instant Messenger and Microsoft's MSN Messenger Service have been implemented by some libraries for virtual reference (Ruppel & Fagan, 2002). However, HumanClick
(http://www.humanclick.com) and Livehelper (http://www.livehelper.com) are the utilities most libraries have selected for chat-based virtual reference services (Breeding, 2001). Ruppel and Fagan (2002) compared IM reference and traditional reference desk experiences via a survey given to Southern Illinois University Carbondale students who used Morris Messenger, the instant messaging reference service at the university’s Morris Library. The results of the survey identified two fundamental problems with the IM service, availability in terms of both hours of service and the number of people online at the same time (Rupppel & Fagan, 2002). Ruppel and Fagan also reported that several survey respondents were concerned about the inability of online staff to show resources directly. Related comments included, "can't physically show you
something" and "they can't walk you to what you need” (Rupppel & Fagan, 2002). Six survey comments mentioned slowness of response, but it was not possible to tell if this was staff or system related (Rupppel & Fagan, 2002). Similar positive and negative features can be found when comparing email and telephone reference services.
As with instant messaging (IM), email and telephone virtual reference services allow the user to ask questions without entering the library. Some users feel these technologies help them to feel less intimidated when asking their questions (Erdman, 2007). Erdman (2007) felt that a
big drawback to e-mail was its asynchronous nature. In other words, when using email virtual reference services, the library staff cannot interview the user in real time (Erdman, 2007). Telephone virtual reference services offer users who do not have access to the Internet a way to obtain information outside the library. One advantage to this particulat virtual reference service is that, rather than looking at a machine when using IM or email, the user can hear the librarian’s voice (Erdman, 2007). Erdman observed that telephone technology could be considered positive technology because the librarian could use their tone of voice to help put the person at ease and not give the impression of being too busy at the reference desk. However, a possible drawback with this technology involves the issue of giving instruction over the phone. If a question requires many steps, the user may not be able to follow along or remember the steps after the phone call (Erdman, 2007). Due to the various challenges offered by instant messaging, email, and telephone virtual reference services, McGlamery and Coffman (2000) suggested that libraries consider taking advantage of the “immediacy and convenience of Web interaction” (p.380). McGlamery and Coffman explored the possibility of using Web contact center software to offer reference assistance to remote users. Breeding (2001) suggested that some of the features that needed to be considered when obtaining this type of virtual reference product should include a knowledge base, pre-constructed messages, on-line chat, e-mail, and co-browsing.
Since not every question a reference desk answers is unique, Breeding (2001) suggested that the first line of attack when delivering remote reference assistance was to have a knowledge base, or storehouse of information, that a user could consult before accessing resources that require human intervention. Breeding added that when operating a virtual reference environment, several parts of a typical exchange are often repeated and should be automated. Breeding noted that the standard greeting to a visitor as a session begins, the sign-off message, and basic
instructions for the major library databases were examples of texts that might be automated by using contact center software. In order to decrease the amount of typing required by the virtual reference system's operator, there should also be a process for sending commonly used text to the remote user through a single keystroke or mouse click (Breeding, 2001). A virtual reference product should also include instant messaging and email; two services extremely popular with younger users (Breeding, 2001). The contact center software McGlamery and Coffman (2000) investigated included collaborative browsing, or the practice of allowing the reference librarian to guide the patron's browser to appropriate URLs. McGlamery and Coffman noted that when providing support for Web-based databases or e-journals, it is helpful for a reference librarian to have some degree of control over the remote user's Web browser. McGlamery and Coffman suggested that libraries consider either eGain or LivePerson, since both Web-based systems include chat and co-browsing features. Instant messaging, emails, telephones, and contact center software are all considered access points for virtual library reference users. Three-dimensional library reference service within a virtual world, such as Second Life, is a relatively new type of virtual reference service access point (Erdman, 2007).
The online, virtual world of Second Life (SL) was created in 2003 by Linden Lab (www.secondlife.com). In April 2006, Second Life had barely 180,000 users; in one year, the numbers climbed to more than 5 million users worldwide (Bell, Pope, Peters, & Galik, 2007). This rapid rise in participation may be credited to the media featuring Second Life in a multitude of 2006 news broadcasts, as well as newspaper and magazine articles (Spencer, 2008). At this same time, numerous businesses set up virtual structures in Second Life: IBM, Kraft, BMW, Sears, Toyota, and Reebok (Spencer, 2008). Spencer (2008) contended that the publicity, and the presence of big business in Second Life, stirred up discussion among librarians concerning
what virtual libraries might be able to offer in the Second Life world. The Alliance Library System (ALS) located in Peoria, Illinois, played a prominent role in establishing the Second Life Library on Info Island (Spencer, 2008). Bell, Pope, Peters, and Galik (2007) stated that Second Life was a 3-D virtual world entirely built and owned by its residents. After spending some time exploring Second Life, users may decide to start a business, buy an island, or rent a building (Bell et al., 2007). Users can either buy a section of land on the mainland starting at 512 square meters or purchase a 65,000 square meter private island (Bell et al., 2007). In April 2006, the ALS created a library in a small rented building in Second Life (Bell et al., 2007). After the ALS started their small library, they were approached by other partners to provide library services and to work with organizations to develop resources for educational programs (Bell et al., 2007). Bell et al. (2007) reported that as of March 2007, the Second Life Library, now called the Info
Archipelago, owned 17 islands. Ten were library islands and seven were library partners the ALS collaborated with for events and projects (Bell et al., 2007). Since participants in SL build and form their own surroundings, libraries are able to build, “ a true-to-life recreation of a present library, a pie-in-the-sky version of the library the staff wishes it had, or an updated library that is soon to be built in real life” (Spencer, 2008, p.15). For instance, approximately a year before it was completed, Santa Clara University placed a 3-D model of their new library building in SL (Spencer, 2008). In addition, some universities, such as the School of Library and Information Science at San Jose State University in California, are teaching classes within Second Life (Spencer, 2008). When comparing “brick and mortar” libraries to Second Life libraries, Bell et al. wrote that libraries in Second Life provide similar, but different services.
The Alliance Library System (ALS) related that when visiting their virtual libraries, residents in Second Life (SL) indicated they wanted access to books; so books, newspapers, and
magazines are available in several formats (Bell, Pope, Peters, & Galik, 2007). Bell, Pope, Peters, and Galik (2007) suggested that publishers who have a presence in SL , such as Penguin Books, should display works for residents to view, with a link to information about the book (Bell et al., 2007). Bell et al. (2007) also recommended that the publishers recreate the book to read in Second Life, or have a display with a link to their sales Web site (Bell et al., 2007). Bell et al. reported that SL residents also wanted access to resources. One traditional academic library on Info Island I offers links to Web resources on different topics on each floor (Bell et al., 2007). Since the Alliance Library System does not have a large budget, students or residents who need to use a commercial database are referred to their local, off-world library (Bell et al., 2007). Along with reading material and resources, Bell et al. noted that residents at SL also requested reference services: face-to-face, virtual, or by instant message. Bell et al. felt that it was vital that the library reach out to virtual residents and provide a place where residents could visit, learn, experience, and communicate (Bell et al, 2007). Thus, the ALS now offers face-to-face or avatar-to-avatar reference, instant messaging, email, and OCLC’s Question Point reference. Statistics from 2007 indicated that approximately 30 percent of the questions ALS received were about Second Life, 30 percent were about Info Island, and 30 percent were traditional library
informational-type questions (Bell et al, 2007). Bell et al. wrote that not only should libraries in SL offer virtual reference services; they should also assist virtual residents in finding and evaluating online information. Such services could strengthen the resident’s confidence in using the Internet and provide access to high-quality information resources (Bell et al, 2007).
Before a traditional library becomes involved in Second Life (SL), there are a number of challenges that must be considered. Because of its gaming characteristics, a robust computer and a high-speed network connection are necessary (Spencer, 2008). There have also been reports
that using Second Life on a library computer could possibly slow down the machine for the next user until the computer is rebooted (Spencer, 2008). Spencer (2008) reported that another
challenge at this time is that SL software must be upgraded on a regular basis. From time to time the old version of SL unexpectedly becomes unusable and Second Life cannot be accessed until a new version is installed (Spencer, 2008). Spencer warned that depending on how many public machines are available, this demand for upgrades could turn into a significant chore. Spencer suggested that one way to get around SL’s software problems was to make the Second Life client available on a few select computers in the library’s public area. However, Spencer warned that perhaps even more significant than hardware and software issues is that there is more to Second Life than libraries. Spencer noted that, “the seedy side of Second Life is only clicks away and some of your patrons may venture into adult shops and virtual sex dens, leaving other patrons and administrators alike wondering about the value of such a resource” (Spencer, 2008, p.15). Nevertheless, Bell, Pope, Peters, and Galik (2007) declared that 3D environments such as Second Life were the next phase of the Internet. Bell et al. (2007) contended that the move from Library 2.0 to a 3-D virtual world was as natural of an evolution as the move from the traditional library was to the interactive Library 2.0. Bell et al stated that libraries needed to “step up to the plate of virtual worlds and investigate what kind of presence makes sense and how they can work together to benefit and serve their users” (p.18).
A library’s reference services must evolve as the needs of users change, as information resources change, and as the technology for bringing users and information together develop and change (Bunge, 1999). By providing virtual reference services through instant messaging, emails, the telephone, Web-based contact center software, and/or 3D reference services, librarians have the potential to expanded their services beyond a library’s physical walls
(Breeding, 2001). Rockman and Watstein (1999) acknowledged that the inclusion of new technology services and resources had caused libraries to:
develop creative and flexible methods for the timely and expeditious delivery of information, assist users wherever they are physically located, and develop tools to educate users about the appropriate use of information sources, whether based in paper, electronic, or emerging technologies; to help users find archived information and
recorded knowledge; and collaborate with others in the teaching-learning process. (p. 46) Rockman and Watstein noted that in order for today’s reference librarians to be successful, they
must possess an active awareness of technological trends currently affecting libraries and a willingness to adapt and restructure services to accommodate those trends.
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