Digital reference (or virtual reference) is a service by which a library reference service is conducted online, and the reference transaction is a computer-mediated communication. It is the remote, NextNextcomputer-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 word "reference" in this context refers to the task of providing assistance to library users in finding information, answering questions, and otherwise fulfilling users’ information needs. Reference work often but not always involves using reference works, such as dictionaries, encyclopedias, etc. This form of reference work expands reference services from the physical reference desk to a "virtual" reference desk where the patron could be writing from home, work or a variety of other locations.
Contents
The terminology surrounding virtual reference services may involve multiple terms used for the same definition. 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.
History
The earliest digital reference services were launched in the mid-1980s, primarily by academic and medical libraries, and provided by e-mail. These early-adopter libraries launched digital reference services for two main reasons: to extend the hours that questions could be submitted to the reference desk, and to explore the potential of campus-wide networks, which at that time was a new technology.
With the advent of the graphical World Wide Web, libraries quickly adopted webforms for question submission. Since then, the percentage of questions submitted to services via webforms has outstripped the percentage submitted via email.
In the early- to mid-1990s, digital reference services began to appear that were not affiliated with any library. These digital reference services are often referred to as "AskA" services. Examples of AskA services are the Internet Public Library, Ask Dr. Math, and Ask Joan of Art.
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. 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. 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. 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. 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. As technological innovations continue, libraries will be watching to find new, more personalized ways of interacting with remote reference users.
The range of cost-per-transaction of reference interactions has been found to be large, due to the differences in librarian salaries and infrastructural costs required by reference interviews.
The UK
Virtual reference services are growing in popularity in the UK with more institutions accepting queries via email, instant messaging and other chat based services. A study of the use of virtual reference within UK academic institutions showed that 25% currently offer a form of virtual reference, with 54% of academic institutions surveyed considering adding this service.
UK public libraries were instrumental in some of the first steps towards UK-wide internet collaboration amongst libraries with the EARL Consortium (Electronic Access to Resources in Libraries) in 1995, in a time where internet access was a rare commodity for both library staff and the public. Resources were collated and lines of communication opened between libraries across the UK, paving the way for services all over the world to follow suit. There are now a number of area-specific reference services across the UK including Ask A Librarian (UK-wide, established in 1997), Ask Cymru (Welsh and English language service), Enquire (Government funded through the People's Network, also UK-wide), and Ask Scotland. Ask Scotland was created by the Scottish Government's advisory body on libraries, SLIC (Scottish Library and Information Council), and funded by the Public Library Quality Improvement Fund (PLQIF) in June 2009. It uses the Online Computer Library Center's QuestionPoint software.
Other countries
In Europe some countries offer services in both their own national language and in English. European countries include: Finland, the Netherlands (in Dutch only), Denmark, and France.
Other countries which offer virtual reference services include: Australia, New Zealand, Canada, and the state of Colorado in the United States.
Chasing the Sun
A collaboration between UK and Australian library services, entitled Chasing the Sun, has been initiated using QuestionPoint software so that an all-hours digital reference chat service can be offered. Targeted at health libraries where reference queries from health professionals could occur at any time of the day or night due to medical emergencies, the collaboration between the two countries means that someone will be on hand to field the query at any time. Although the UK libraries involved are currently based in England the programme may expand to other countries and health services if successful.