[WEB4LIB] Re: Welcome to the Schoogle Era

[Jennifer A. Heise]

>And even when they do, OFTEN when they do, they don't know they have access.
>Google Scholar could steamroll right over us because so few people even
>realize what we offer, because we suck at marketing. And if they do realize
>it, and then they compare a single Googlized point of access to the
>confusing and arcane plethora of content provided by many institutions, they
>will go for the satisficing principle and do whatever's easier. And since
>calling people Scholars is a lot like saying your kids are smart, Google has
>the extra boost of flattering people into using their product. Good name. 
>
>  
>
Of course the benefit of the Scholar.google paradigm is that Google is 
willing to help us market ourselves-- by linking to us from their brand.

Today, I noticed  on LIIWEEK a site about 311 services (services for 
non-emergency government calls, the non-emergency version of 911). What 
if libraries were to link themselves into local 311 and 411 initiatives? 
Yes, it would be money, but it would get people contacting the library 
when they need help.

I answer almost all of our live help (online chat) and emailed help 
questions, or referr them. And what I found is something that I find 
(worryingly) somewhat tedious-- our users have brand loyalty. For 
everyone who uses the service once and never again, I have a question 
from one of our loyal fans, who use it for everything from bus schedules 
to computer operating system questions. When we did a test of the 
usability of our website, whenever the users being observed felt lost, 
they tended to say, "I'd just call 8-Help (our library/computing 
helpdesk number)"

Libraries, too, can have brand loyalty-- all we have to do is be able to 
give 'em what they need when they need it, and get them to ask for it!

-- Jenne Heise