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Public Wi-Fi access is shifting from a service implemented generally by larger, innovative, and/or early adopter libraries to an everyday service expected of all community libraries.  As a result, small and medium sized facilities are faced with yet another technology project that threatens to strain their already stretched budgetary and personnel resources.  However, if smaller libraries take a pragmatic approach and concentrate on offering the "service" itself, not worrying about what larger facilities are doing, they can offer free public Wi-Fi quite successfully with no negative impact on resources.

Why Wi-Fi? 
Most importantly, Wi-Fi is a cost effective way for public libraries to deliver Internet and technology access to the community.  Libraries want and need to attract "business" (i.e., new customers, community partnerships, increased support) and they need to do it in a creative and cost effective manner.  Why is it that coffee shops, hotels, and even McDonald's are so widely and quickly implementing Wi-Fi access?  It is an economical and creative way to attract customers.  Best of all, it attracts customers to not only visit, but to stay a while, get comfortable, and explore the other services and options available.  Such a service attracts customers of all flavors, but it is especially enticing to those patrons libraries have the greatest difficulty attracting - teenagers and "younger" adults (ages 20 - 35).  Many schools are now on board with Wi-Fi and most colleges and universities are offering it as well.  If a patron in this age group has a laptop, odds are he/she has Wi-Fi capability.  Give these potential customers a reason to look toward the library for their technology and informational needs.  They are going to get Wi-Fi access somewhere, so make them think of the public library, instead of a fast food restaurant. 

Keep It Simple
When adding public Wi-Fi access to your library's service offerings, keep one rule in mind -
keep it easy, straightforward, and uncomplicated.  Making a library a "hotspot" does not mean the entire library has to be wireless.  After all, it's called a hot"spot" for a reason.  Start small, get a feel for how the service will work, find out what the patterns of use are, and see if there are locations in (or out of) the library where people are requesting service.  By creating a single hotspot, a library can quickly and easily grab attention and get people talking.  More importantly, it will provide an opportunity for constructive, service-building dialogue between the library and its customers.  Monitor use (and user comments) and grow the service accordingly.  Knowing that wireless networks are typically quite easy to evolve and adapt and that the technology is changing rapidly, it makes even greater sense to start slow and build accordingly as the demand and technology evolves. 

Keep technology, security, and policies simple.  Again, look to the coffee shop and hotel models.  Most users understand they are working in an unsecured environment.  Customers have established this expectation based on their "commercial" experiences.  Also, begin by foregoing a library card requirement for Wi-Fi use.  Keep in mind, allowing "outside" users access will not keep library card holders off the system.  Unless your library becomes inundated with non-resident users or problematic issues arise, don't spend valuable resources fixing a "problem" that may never occur.  If demand grows so high that system performance is affected, then explore options for locking the system down a bit more.  Again, why spend money upfront on "potential" problems?  One concern that often comes up with Wi-Fi implementation is fear that users can access the network from outside the library (i.e., the parking lot, etc).  The key questions at hand are:

If the network is robust enough for customers to use from the parking lot, why should you be concerned?" 

Aren't these customers still using the library? 

Aren't they recognizing the library as a valuable and progressive resource in the community? 

Access outside of the library's walls is a positive, not a negative.  Considering these types of "out the box" services helps keep libraries in the forefront of community needs.  Turn concerns into a positive service option that can be marketed and built on.  This is an opportunity that will ultimately lead to increased users, recognition, and support.  Consider this also as an opportunity to look at library statistics in a new way.  Purchase a Wi-Fi router that has log options where usage statistics can be gathered.  This is the "door count" equivalent for Wi-Fi access.  Also, look at public wireless as a means to expand library hours without opening the doors or adding a single staff hour.  If the Wi-Fi signal reaches beyond the library walls, so do library services.  For an excellent example, see the Twin Bridges Public Library (MT) case study by Bruce Newell,  "Make Your Library a Wi-Fi Hotspot."  One final consideration for smaller libraries faced with space constraints is to look to wireless as a way to provide additional network access points for patrons without taking up valuable space with a computer workstation.  Initially, this works great for patrons bringing in their own laptops and can be expanded to a library potentially circulating in-house use laptops in lieu of or in addition to stationary desktop computers.

Promote It
By keeping Wi-Fi service simple and hassle-free, a library will quickly reap the rewards of positive PR and marketing.  After all, word of mouth is the best (and least expensive) of advertising.  Basically, it all boils down to, "If you aren't going to tell people about it, why do it?"  So, consider carefully how to promote what you're doing.  Use Wi-Fi to raise your library's technology image.  Get the word out and use Wi-Fi to help enhance this image.  Promote Wi-Fi in the media, newsletters, emails, signage, local billboards, and direct mail, always keeping in mind your audience - technology users who may not be your typical library patron. Think about the types of marketing they are likely to respond to and what media outlets they are likely paying attention to.  The ultimate goal is to become synonymous with technology and provide access to information to the community.

Promote services to current and prospective individuals as well as local organizations and businesses.  Advertise Wi-Fi on your library's homepage and, if possible, on the "homepage" of your OPAC.  If a technology user is likely to have a casual interaction with your library, it is most likely to occur there, so make it prominent.  Ask community groups and companies to help advertise, promoting the library's services and offerings to their members, employees, and customers.  And, always remember to register the library as a free Wi-Fi location on local and national free Wi-Fi locator sites such as www.wi-fi.org, www.wififreespot.com,   www.jiwire.com, or www.metrofreefi.com.

Looking at Wi-Fi with a fresh and open mind will provide an easy and cost effective path for providing a new service, so don't be afraid.  In the end, free public Wi-Fi access is just one of many technology services a small and medium facility can offer to raise its profile, offer its customers more, and become a recognized and valuable component of today's community. 

Kimberly Bolan (MLS) is currently an Independent Library Consultant.  Previously she was the Assistant Director for Network and Patron Services at the Webster Public Library (NY).  Rob Cullin is the Vice President of Eovanced Solutions, Inc., an Indianapolis (IN) company specializing in software solutions for public libraries.  Bolan and Cullin are currently writing a book on technology for small and medium sized public libraries to be published by ALA Editions in late 2005/early 2006.