Page 80 - DLIS105_REFERENCE_SOURCES_AND_SERVICES

Unit 7: Virtual Reference Services

• Equipment, facilities, and software should be updated as needed to maintain efficacy. Planning Notes
should take into account the continuing evolution of technology.
• Awareness of the patrons’ infrastructure and capabilities should be taken into account when
planning library capabilities and choosing virtual reference software.
• Technical set-up should take into consideration use of the supporting software by patrons
and reference staff with disabilities. Some options include choosing software that complies
with Rehabilitation Act, software with non-text options such as voice-over-IP, or providing
text on the Web site that directs screen-readers to an email form or alternate contact information.
Finances
• The library budget should include specific allocation of funds to cover the personnel, hardware,
software, connectivity, furnishings, training, publicity, and space to support this service.
• Planning should include ongoing budgeting even when the service is started as a pilot or
with seed money from a grant.
• Whether the service is to be free to the patron or fee-based should be determined before the
service begins and modified as needed.
Personnel
• Virtual reference service responsibilities should be shared among staff to ensure continuity of
service.
• When possible, staff should be trained for all reference services (face-to-face and virtual) to
provide greater depth of knowledge and flexibility for staffing.

Library staff conducting virtual reference should be selected on the basis of
ability, interest, and availability. Service behaviours and skills to use the sup-
porting technology need to be part of staff selection.
• Staff should be provided time and resources for training and continuing education to ensure
effective service.
Marketing
• A marketing plan should be developed and implemented as part of the planning and on-going
operation of the service.
• A target audience or audiences for the virtual reference service should be determined and
marketing should be appropriate to that audience. Members of the target audience should be
included in the planning and evaluation of marketing.
• There should be a budget for marketing and marketing should be assigned as a responsibility
to a staff member or members.
• Marketing should be routinely evaluated and updated to keep the message fresh and reach
new audiences.
Evaluation and Improvement
• A virtual reference service should be analyzed regularly, using input from staff and patrons,
to evaluate its effectiveness and efficiency, with the goal of providing a high-quality service.
• Evaluation may encompass many methods such as the analysis of usage statistics, patron
feedback, and reviewing transcripts.
• Evaluation of the virtual reference service should be equivalent to and part of a library’s
regular evaluation of all its reference services.

LOVELY PROFESSIONAL UNIVERSITY 75