WebJunction

Libraries have always been a physical place, source, and resource for our local communities.  We offer spaces for community groups to meet, places for students to study, events for the education and recreation of the community,  reference services, and most famously, all of our “stuff”—books, movies, music, and more.  But how many members of our communities think of us, the librarians, as part of their online communities? 

For many public and school libraries, whose online presence had so far consisted of relatively static webpages and perhaps e-mail reference, live online chat presented the first opportunity for users to interact live online with someone in a library environment.  Until a few years ago, however, if a library wanted to offer live online chat, the only option was expensive web-based chat software, often part of a statewide or nationwide cooperative system.  With this type of service, a user is connected with a librarian, but rarely if ever with a librarian from his or her local library.  Furthermore, because of the prohibitive cost, many small or underfunded libraries were simply unable to offer this service. 

But now (oh happy day!) more and more libraries (40 or so at last count, according to the list on the LibSuccess wiki http://www.libsuccess.org/index.php?title=Online_Reference) are offering reference services via instant messaging, which provides most users the first chance to interact live online with their local librarians.  This live local interaction component is key to building a library’s online community presence— connecting your user with a real live person at the local library.  And best of all, instant messaging is free for both the library and for the user.

But how many of our users are really online and IMing?  The Pew Internet and American Life Project’s “Internet Evolution” report (http://www.pewinternet.org/pdfs/Internet_Status_2005.pdf)  from January 2005 shows that 63% of Americans use the Internet.   Furthermore, their “Teens and Technology” report from July 2005 (http://www.pewinternet.org/pdfs/PIP_Teens_Tech_July2005web.pdf) shows that 75% of online teens and 42% of online adults use instant messaging.   Our users are online, they’re IMing, and we should be too.

Teens are a traditionally hard-to-connect-to group, making IM reference a valuable service to this often underserved group.  But don’t think that you’re only going to get teen users taking advantage of your IM reference service.  You will get teens and middle-schoolers, and lots of them, but you will also get people who work in or own local businesses asking for all sorts of information, stay-at-home parents trying to find out when the next storytime is, and community college students looking for research help.

So far, instant messaging reference is only being offered on a library-by-library basis.  There are no statewide or national cooperatives (though I’m willing to bet there will be before the decade is out).  As a result, instant messaging reference connects users directly with their local librarians, who are much better equipped to answer many of those library-specific questions that online users have, like “Can I renew a DVD?”, “Can you show me how to use this database?” or “What is my high school’s summer reading list?”

Also important to community-building is the fact that instant messaging reference comes to the users on their own terms, using software that they already use to communicate with friends and family.  By being present in a medium that our users associate with “regular life” (e.g. chatting with friends, checking in with parents), the library starts to move into the user’s day-to-day life.  We’re out there, where the users are, offering them our services.  Many of the IM reference users will add the library’s screen name to their buddy lists, so as soon as they log on, they can see if you’re there.  They don’t have to seek you out through a webpage or an e-mail address—you’re already there with them.

Through IM, you will receive many “who are you” and “where are you” type questions.  Answer them as honestly and completely as your library’s policies allow.  If you can give your personal name, do so.  Reinforce that you’re a real person.  Once you get past the “R U a robot?” questions and users find out that you’re actually real people who work at the local library, you’ll find yourself with regulars—people chatting with you each day about their various informational needs.

Users become familiar with who they’re chatting with at the library, knowing they’ll get the same person at certain times of the day, and they chat with the same staff they might see if they visit in person.  We’ve had users log on and ask if they’re chatting with a particular person from the brick and mortar library, referring to him or her by name.  Sometimes a user will just log on and IM us with a simple “hi” message.  We naturally ask if the user has a question that needs answering, but sometimes they say “No, just wanted to say hi…I’m doing my homework…I’ll let you know if I have a question later.”  How many users show up at the brick and mortar library just to say hi?  Or telephone just to check in to see how you’re doing?

Like any service, instant messaging reference poses its unique set of challenges, primarily as a result of the friendly and informal nature of communication.   Sometimes a user will simply want to chat about the family pet, about breaking his/her new iPod, what local restaurants you like, or what your favorite movie is.  This is no different than the chatty users who come in to the physical libraries or call us on the phone wanting to give us their entire life stories.  Just as we do in those situations, we need to be firm but friendly.  I often find that a simple “Answering questions on IM is part of my job…I’m working right now.  I can’t chit-chat, but if you do have a question I’m happy to answer it.”  That’s usually followed by “YOU GET PAID FOR THIS?!?!?!?!?” which generally turns into a discussion about what librarians do and what an awesome profession it is.   I like to flatter myself into thinking that I may have turned at least a few youngsters on to librarianship in this way.

The biggest challenges, though, are the infrequent (but nevertheless distressing) inappropriate interactions.  Some users are obviously just out to get you riled—looking for a reaction from you.  The usual interaction of this type starts with a real question of some sort, then degenerates into name-calling and general undirected cursing.  Often, the user has to get the last word, such as the mild example “I hate u…and ur books!” 

My theory is that the volume and severity of these interactions stem from the lack of accountability for misbehaving on IM.  Think of it as online crank-calling.  The same person who may curse up a storm on IM would probably never behave the same way in a face-to-face interaction. The key is to nip it in the bud, have a pre-written script ready to paste in to your chat window, and then either ignore future messages from the user or block the screen name (if you have a policy that allows you to do so).  The vast majority of users, however, are exceedingly polite, pleasant, and grateful for the service. 

With IM, real-time online relationships are formed.  Comfort levels rise.  Librarians become friendly resources for help with just about anything—from homework questions to personal health issues—in an anonymous environment that is comfortable for the user.  Much of the literature about the evolution of the Web is showing that what makes the Web “go” isn’t the technology, it’s the relationships that the technology makes possible.  Instant messaging is a wonderful way for libraries to build sustained relationships with their users, and to show that the library is not only online, but interactive online—a key in the world of today’s online communities.  So, start IMing and tell your users that you’re real people, ready to help, and reinforce your presence in your community!

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