IM and SMS Reference Service

THE TECH SETEllyssa Kroski, Series Editor

Amanda Bielskas and Kathleen M. Dreyer

IM and SMSReferenceServices

for Libraries

11 12 13 14 15 16 17 18 19 20

LIBRARY AND INFORMATION TECHNOLOGY ASSOCIATION

IM and SM

S Reference Services for LibrariesBielskas / D

reyer

American Library Association50 E. Huron StreetChicago, IL 60611

1 (866) SHOPALA (866) 746-7252

This is the series to acquire and share in any institution over the next year. I think of it as a cost-effective way to attend the equivalent of ten excellent technology management courses ledby a dream faculty! TECH SET® #11–20 will help librarians stay relevant, thrive, and survive. It isa must-read for all library leaders and planners.

— Stephen Abram, MLS, Vice President, Strategic Relations and Markets, Cengage Learning

“”

Find out more about each topic in THE TECH SET® VOLUMES 11–20and preview the Tables of Contents online at www.alatechsource.org/techset/.

Each multimedia title features a book, a companion website, and a podcast to fully cover the topic and then keep you up-to-date.

IM and SMS Reference Services for Libraries is part of THE TECH SET® VOLUMES 11–20, a series of conciseguides edited by Ellyssa Kroski and offering practical instructionfrom the field’s hottest tech gurus. Each title in the series is aone-stop passport to an emerging technology. If you’re readyto start creating, collaborating, connecting, and communicatingthrough cutting-edge tools and techniques, you’ll want to getprimed by all the books in THE TECH SET®.

New tech skills for you spell new services for your patrons:

• Learn the latest, cutting-edge technologies.

• Plan new library services for these popular applications.

• Navigate the social mechanics involved with gaining buy-in for these forward-thinking initiatives.

• Utilize the social marketing techniques used by info pros.

• Assess the benefits of these new technologies to maintain your success.

• Follow best practices already established by innovators and libraries using these technologies.

11. Cloud Computing for Libraries, by Marshall Breeding

12. Building Mobile Library Applications, by Jason A. Clark

13. Location-Aware Services and QR Codes for Libraries, by Joe Murphy

14. Drupal in Libraries, by Kenneth J. Varnum

15. Strategic Planning for Social Media in Libraries, by Sarah K. Steiner

16. Next-Gen Library Redesign, by Michael Lascarides

17. Screencasting for Libraries, by Greg R. Notess

18. User Experience (UX) Design for Libraries, by Aaron Schmidt and Amanda Etches

19. IM and SMS Reference Services for Libraries, by Amanda Bielskas and Kathleen M. Dreyer

20. Semantic Web Technologies and Social Searching for Librarians, by Robin M. Fay and Michael P. Sauers

19

TS 19 FullCover 4/12/12 2:22 PM Page 1

www.neal-schuman.com



for Libraries


11 12 13 14 15 16 17 18 19 20

ALA TechSourceAn imprint of the American Library Association

Chicago 2012

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© 2012 by Amanda Bielskas and Kathleen M. Dreyer. Any claim of copyright issubject to applicable limitations and exceptions, such as rights of fair use andlibrary copying pursuant to Sections 107 and 108 of the U.S. Copyright Act. Nocopyright is claimed for content in the public domain, such as works of the U.S.government.

Printed in the United States of America

Library of Congress Cataloging-in-Publication DataBielskas, Amanda, 1974–

IM and SMS reference services for libraries / Amanda Bielskas, Kathleen M.Dreyer.

p. cm. — (The tech set ; #19)Includes bibliographical references and index.ISBN 978-1-55570-782-8 (alk. paper)1. Electronic reference services (Libraries) 2. Mobile communication

systems—Library applications. 3. Instant messaging. 4. Text messages (Telephonesystems). I. Dreyer, Kathleen M., 1972– II. Title.

Z711.45B54 2012025.5'2—dc23

2012007204

This paper meets the requirements of ANSI/NISO Z39.48-1992 (Permanenceof Paper).

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!

CONTENTS

Foreword by Ellyssa Kroski . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . vii

Preface . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xi

1. Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

2. Types of Solutions Available . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

3. Planning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

4. Social Mechanics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

5. Implementation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31

6. Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65

7. Best Practices . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73

8. Metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 83

9. Developing Trends . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 91

Recommended Reading . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95

Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 103

About the Authors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 107

Don’t miss this book’s companion website!

Turn the page for details.

! v

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THE TECH SET® Volumes 11–20 is more than just the book you’re holding!

These 10 titles, along with the 10 titles that preceded them, in THE TECHSET® series feature three components:

1. This book2. Companion web content that provides more details on the topic

and keeps you current 3. Author podcasts that will extend your knowledge and give you

insight into the author’s experience

The companion webpages and podcasts can be found at:

www.alatechsource.org/techset/

On the website, you’ll go far beyond the printed pages you’re holdingand:

! Access author updates that are packed with new advice and recommended resources

! Use the website comments section to interact, ask questions,and share advice with the authors and your LIS peers

! Hear these pros in screencasts, podcasts, and other videos providing great instruction on getting the most out of the latestlibrary technologies

For more information on THE TECH SET® series and the individual titles,visit www.neal-schuman.com/techset-11-to-20.

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!

PREFACE

IM and SMS Reference Services for Libraries is based on real-worldexperience implementing both instant messaging (IM) and textmessaging (SMS) reference services in a library. As active users of IMand SMS ourselves, it was a natural connection for us to advocate forthese services in our library. In talking with students and faculty, itwas clear to us that such a service would be utilized. However, weneeded to do the assessment work to back up such theories anddecide what exactly would work best for our institution.

You’ll benefit from what we learned through this process and be ableto apply our success to your library. Library directors and managersand public service librarians will find this book most useful, as itprovides practical examples for creating and implementing IMand SMS reference services. All librarians will be interested in ourexperiences and suggestions for providing the best reference servicepossible.

! ORGANIZATION

IM and SMS Reference Services for Libraries covers everything from howto plan for and assess the needs of your library, get staff buy-in andchange the culture at your library, organize and implement a stafftraining program, and create an internship program to extend thehours of the service. Specifically, Chapter 2 covers the types of softwareand tools available that provide IM and SMS. We analyze the differentservices and software, so you get an overview of what is available in oneconvenient location. Chapter 3 describes in depth the assessment andplanning phase that needs to be conducted before implementationcan begin. Readers will learn how to assess their user population andsurvey colleagues about their opinions of IM and SMS. Chapter 4 is

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an important chapter, as it covers the work needed to garner staff andmanagement buy-in. It also deals with implementing change in yourorganization. The main focus of Chapter 5 is the implementation ofIM and SMS reference services. You’ll discover how to choose theright software, decide which staffing and scheduling models are rightfor your organization, set up your service, create widgets, and createa text messaging service using Google Voice. You’ll also learn how toimplement the technological aspects of the new service, as well ashow to create a training program for librarians and to build aninternship program to extend hours. Once all of this hard work isdone, you are ready to make the service available to your patrons.

Chapter 6 provides suggestions and ideas for marketing and raisingthe profile of your library’s IM and SMS services, including basicwebsite design tips. As part of providing these services, the librarianswho are answering the questions should follow certain guidelines toensure that the best service is being provided. Chapter 7 covers variousbest practices in terms of how librarians should answer questions andhow staff should interact with each on the service.

Following on that, Chapter 8 covers methods for assessing the useof the service and the answers that staff are providing to patrons. IMand SMS Reference Services for Libraries differs from other books on thetopic because it includes a detailed planning and assessment section.This is critical as such preparation will help ensure a successful service.In Chapter 8 you’ll find information on how to conduct an assessment,as well as questions for surveying users and librarians. Chapter 9provides a glimpse into the future, offering a preview of tools andresources that could be used for reference services in the near future.The “Recommended Reading” chapter provides the reader with a listof the best print and web resources for further reading.

IM and SMS Reference Services for Libraries provides a comprehensiveand step-by-step approach to implementing an IM and SMS referenceservice. Readers should come away with the knowledge and skillneeded to create and implement an IM and SMS reference service attheir institution. Most importantly, readers should understand theirpatrons’ needs and how they might use IM and SMS reference tointeract with the library and know how best to build the service fortheir users.

xii " IM and SMS Reference Services for Libraries

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!1INTRODUCTION

! What Is IM/SMS/Text Message Reference?! How Does It Differ from Virtual Reference?! Who Uses IM and SMS?! Why Create IM and SMS Services?! Implementing an IM/SMS Service

Research shows that patrons use IM and SMS as a regular means ofcommunication with friends, family, and colleagues. In order to meetthem at the point of need and interact with them via the methodsthey prefer, libraries must offer IM and SMS as part of their referenceservices options.

! WHAT IS IM/SMS/TEXT MESSAGE REFERENCE?

Before you can begin to provide these new services, you must firstunderstand the terminology. Instant messaging (IM), or chat reference,is a form of real-time direct text-based communication between twoor more people using computers or other devices, along with sharedclients or software. The user’s message is conveyed over a network, suchas the Internet. Short Message Service (SMS) is the text communicationservice component of phone, web, or mobile communication systems,using standardized communications protocols that allow the exchangeof short text messages between fixed line or mobile phone devices. Inthis book we often use “SMS” and “text messaging” as synonyms andare strictly focused on messages that are derived from cell phones.

! HOW DOES IT DIFFER FROM VIRTUAL REFERENCE?

Virtual reference encompasses all reference that takes place in thevirtual realm, including e-mail, IM, and text messaging/SMS. In other

! 1

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words, it includes patron reference services that do not occur inperson or on the phone. Think of “virtual reference” as an umbrellaterm and “IM” and “text messaging/SMS” as specific services underthe umbrella. In this book we are specifically addressing the IM andSMS forms of virtual reference services. E-mail is an important serviceto offer patrons and should be included in a robust virtual referenceservice but will not be discussed in this book.

! WHO USES IM AND SMS?

The past few years have seen a tremendous spike in the usage of textmessaging/SMS. Text messaging is accessible to most cell phoneusers; as long as the cell phone user has a plan that enables textmessaging/SMS, most cell phones are capable of handling this formof communication. Another reason for the surge in text messaging orSMS is the availability and increased usage of devices such as iPhones,Blackberries, and Androids, which make text messaging easier. In2010, iPhone sales were estimated to be $37 million and will increasein 2011 to an estimated value of $48 million (“iPhone Sales by Year,2010–2015,” Market Share Reporter, 2011, Online Edition; Gale, 2010,reproduced in Business and Company Resource Center).

Some groups, such as teenagers, have adopted text messaging morequickly than other groups. A survey by the Pew Research Center’sInternet & American Life Project in 2009 (http://www.pewinternet.org/Reports/2010/Teens-and-Mobile-Phones.aspx) reported that 54 percentof teenagers surveyed text daily. Sending text messages to their peersis their preferred method of communication over calling, e-mailing, andface-to-face communication; when talking to their parents, teenagerschoose the phone. In addition to the popularity of text messages forteens, another Pew Research survey in 2011 (http://www.pewinternet.org/Infographics/2011/Generations-and-cell-phones.aspx) foundthat 72 percent of all cell phone owners surveyed rated text messagingas one of the most frequently used features on their phones.

Instant messaging takes place on the Internet and can be a quickway to communicate with others who are also online. A survey doneby Forrester Research found that 33 percent of Americans over 18 useinstant messaging at least once a month (“Understanding theChanging Needs of the US Online Consumer, 2010,” by JacquelineAnderson, 2010; http://www.forrester.com/). Clearly instant messagingis a popular mode of communication and affords users a quick way toreceive answers to their questions.

2 " IM and SMS Reference Services for Libraries

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! WHY CREATE IM AND SMS SERVICES?

Clearly there is widespread adoption of instant messaging and textmessaging/SMS among a variety of potential library users. As moreand more users of different ages utilize these communication tools, itis imperative that libraries also make use of them. For some groups,such as teenagers, text messaging/SMS is one of the primary waysthat they interact with their peers.

Furthermore, libraries need to provide services similar to thoseused on sites across the Internet, as users will look for these options.For example, while a library provides services different from a retailstore, patrons are habituated to IM help on retail sites and this habitwill be carried to other sites as well. Users are also familiar with usingIM to get quick answers at work or to quickly connect with a friend toask a question. In order to stay relevant, libraries should meet patronsat their point of need by using the tools that their patrons use on aregular basis, namely, IM and SMS.

! IMPLEMENTING AN IM/SMS SERVICE

The book will walk you through the steps of implementing an IM andSMS reference service. It is critical that you think through the imple-mentation so that you build a popular and well-used service. This willtake more time and effort than just publicizing an IM handle or textmessage number to patrons, but it will be worthwhile in the end, asmore patrons will use the service and will get the best answers possible.

You can choose to offer either an IM reference service or an SMSreference service, or you can implement both technologies and mon-itor them through one system at the same time. If you are interestedin offering your patrons both an IM and SMS solution, we advocatefor choosing one system that integrates both technologies. This willstreamline your services and most likely make it easier on the librariansmonitoring incoming questions by having to monitor only a singlesystem. There are distinct advantages to each method, and afterdeliberation you may find, for either financial or patron-driven reasons,that you need or want to offer only one type of service.

In this book, because we advocate for a combined IM and SMSsystem, we often blur the line between the systems. This is mostoften the case when talking about a system (such as LibraryH3lp) thatintegrates both types of services. Much of our text actually addressesboth services, and you can apply many of our suggestions to either

Introduction ! 3

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service if you do decide to go with one over the other. However, it isalso important to remember that patrons will utilize IM and SMSservices very differently. While library staff may see the back end ofthe service one way, patrons choose to interact with the library via IMor SMS for different reasons, the main reason being most often amatter of convenience.


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A Adjunct librarians, 37, 44Adobe Connect, 92 Advertising. See Marketing AIM, 9

with LibraryH3lp, 6, 8, 53, 56with Meebo, 6, 52 with Plugoo, 8pros and cons, 6

AIM hack, 11, 59Altarama

pros and cons, 6 RefChatter, 7 SMSreference, 10–11

Ambient reference, using for marketing,71

See also MarketingAndroid phones, using with

LibraryH3lp, 58 AOL Instant Messenger. See AIMApps, 94 Assessing your needs. See Needs

assessmentAssessing your service. See Evaluating

your service

BBest practices

documentation, 43establishing, 74–75samples, 76–78 using consistently, 79–81

Blogs, using for marketing, 71See also Marketing

Branding, 65–66See also Marketing

Budget. See Pricing Budget, marketing. See under MarketingBuy-in

management, 27, 66 staff, 24, 40, 66

C Canned messages, 42, 78–79 Cell phone reference, 11

See also SMS reference servicesChange

communicating need for, 23–26fear of, 23 implementing, 24–26maintaining, 27–29 overcoming resistance to, 23–26, 73–74planning, 28 sample timeline, 26

Chat transcripts. See Transcripts of chatsessions

Chat widgets. See Widgets Choosing software. See Software Cobrowsing, 91 Competencies, 87–88 Consortial staffing, 37, 38, 44Cost. See Pricing

D Data, usage. See Usage statistics

E E-mail reference. See Virtual reference

! 103

!

INDEX

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Emoticons, 10 Environmental scan. See under Needs

assessmentEvaluating your service, 83–88

focus groups, sample questions, 86metrics, 84–85 reviewing chat transcripts, 85–87 (see

also Transcripts of chat sessions)surveys, 85

F Flex scheduling, 36, 38, 40, 44

See also SchedulingFocus groups. See under Evaluating your

service; Needs assessmentFoursquare, 93–94

G Goals

for IM/SMS reference services, 20–21

for training programs, 41–42 Goals, evaluating. See Evaluating your

serviceGoogle Maps, 94 Google Talk, pros and cons, 6Google Voice, 56–57

Google SMS, 11 using with LibraryH3lp, 57–58

I IM reference services

definition, 1 integrated with SMS, pros and cons,

7See also SMS reference services

IM/SMS abbreviations, 9 IM/SMS reference, establishing

guidelines, 76IM/SMS system requirements

checklist, 33–34 sample document, 35

IM speak. See IM/SMS abbreviationsIM transcripts. See Transcripts of chat

sessionsInterns

evaluating, 48 (see also Transcripts ofchat sessions)

graduate students, 44 library science students, 45–46recruiting, 45 sample job posting, 46–47training, 47 undergraduates, 44

Internships, 32, 44

K Kiosk, in-library IM reference, 62–63

L Library science students. See under

Interns LibraryH3lp, 8, 11, 52–54, 56

gateways, 53 pros and cons, 6queues, 53 using Android phone with, 58using Google Voice with, 57–58using Meebo Me with, 55using Twilio with, 58widgets, 52–55

LotusLive, 92

M Marketing

advertising, 62, 70–71budget, 65, 71 creating a name, 67 creating or redesigning webpage,

67–69logo, 67 during orientation sessions, 66promoting your services, 70SWAG, 66

Marketing plan, what to include, 65Meebo, 8, 52

pros and cons, 6widgets, 52

Meebo Me widget. See underLibraryH3lp

Metrics. See under Evaluating yourservice

Mobile-friendly websites, 60–61, 92 Mobile-friendly widgets, 61–62Mobile SMS, 62 MSN, pros and cons, 6


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N Needs assessment

environmental scan, 14, 15focus groups, patrons, 16 focus groups, reference staff, 15–16sample questions, 14 surveys, user satisfaction, 16, 17–18task force, 14

P Pidgin, 8Plugoo, 8 Policies, establishing, 75Pricing, 12, 32, 33

Q QR codes, 92 QuestionPoint, 8–9

pros and cons, 6

S Scheduling

choosing hours, 36–37models, 38–40 pairing with staffing, 40See also Staffing

Skype, 91–92 SMS reference services

advertising, 62 definition, 1 integrated with IM, pros and cons, 7

Social media, using for marketing, 71See also Marketing

Software choosing, 32, 35 See also IM/SMS system requirements;

PricingSpam, 59–60 Staffing

calendaring tools, 39 models, 37–38 pairing with scheduling, 40 at physical reference desk, 39single librarian model, 41See also Scheduling

Stakeholders, 27See also Buy-in

Statistics, usage. See Usage statistics

Surveys, user satisfaction. See underNeeds assessment

SWAG. See under Marketing

T Tablet computers, 93 Task forces. See under Needs assessmentText a Librarian, 11

pros and cons, 6 Text message reference. See SMS

reference servicesTraining

documentation, 41–42documentation checklist, 43example timeline, 43–44learning outcomes, 42overview, 41 See also under Goals

Transcripts of chat sessions examples, 80 guidelines for evaluating,

87 reasons for reviewing,

88–89 Trillian, pros and cons, 6Twilio, 11

using with LibraryH3lp, 58

Twitter, 93

U Usage statistics, 18–20

See also Evaluating your service; Needsassessment

V Video reference, 91Virtual reference, 1–2VoIP, 91

W Web-based instant messengers, 9

pros and cons, 6 See also AIM; Meebo

Webpages. See WebsitesWebsites

Columbia University Libraries, 68–69 for your service, 67

Index ! 105

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Widgets creating, 48–49 design tips, 50–52LibraryH3lp, 52–55Meebo Me, 52pros and cons, 51

requiring log-in, 69types, 50

Windows Live Messenger, 92

Y Yahoo! Messenger, pros and cons, 6


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for Libraries

11 12 13 14 15 16 17 18 19 20

LIBRARY AND INFORMATION TECHNOLOGY ASSOCIATION

IM and SM

S Reference Services for LibrariesBielskas / D

reyer

American Library Association50 E. Huron StreetChicago, IL 60611

1 (866) SHOPALA (866) 746-7252

This is the series to acquire and share in any institution over the next year. I think of it as a cost-effective way to attend the equivalent of ten excellent technology management courses ledby a dream faculty! TECH SET® #11–20 will help librarians stay relevant, thrive, and survive. It isa must-read for all library leaders and planners.

— Stephen Abram, MLS, Vice President, Strategic Relations and Markets, Cengage Learning

“”

Find out more about each topic in THE TECH SET® VOLUMES 11–20and preview the Tables of Contents online at www.alatechsource.org/techset/.

Each multimedia title features a book, a companion website, and a podcast to fully cover the topic and then keep you up-to-date.

IM and SMS Reference Services for Libraries is part of THE TECH SET® VOLUMES 11–20, a series of conciseguides edited by Ellyssa Kroski and offering practical instructionfrom the field’s hottest tech gurus. Each title in the series is aone-stop passport to an emerging technology. If you’re readyto start creating, collaborating, connecting, and communicatingthrough cutting-edge tools and techniques, you’ll want to getprimed by all the books in THE TECH SET®.

New tech skills for you spell new services for your patrons:

• Learn the latest, cutting-edge technologies.

• Plan new library services for these popular applications.

• Navigate the social mechanics involved with gaining buy-in for these forward-thinking initiatives.

• Utilize the social marketing techniques used by info pros.

• Assess the benefits of these new technologies to maintain your success.

• Follow best practices already established by innovators and libraries using these technologies.

11. Cloud Computing for Libraries, by Marshall Breeding

12. Building Mobile Library Applications, by Jason A. Clark

13. Location-Aware Services and QR Codes for Libraries, by Joe Murphy

14. Drupal in Libraries, by Kenneth J. Varnum

15. Strategic Planning for Social Media in Libraries, by Sarah K. Steiner

16. Next-Gen Library Redesign, by Michael Lascarides

17. Screencasting for Libraries, by Greg R. Notess

18. User Experience (UX) Design for Libraries, by Aaron Schmidt and Amanda Etches

19. IM and SMS Reference Services for Libraries, by Amanda Bielskas and Kathleen M. Dreyer

20. Semantic Web Technologies and Social Searching for Librarians, by Robin M. Fay and Michael P. Sauers

19

TS 19 FullCover 4/12/12 2:22 PM Page 1


Documents

IM and SMS Reference Service