The Louis de la Parte Florida Mental Health Institute at the University of South Florida-Tampa, USA. Ardis Hanson, The Louis de la Parte Florida Mental Health Institute at the University of South Florida-Tampa, USA.
ORGANIZATION OF THE BOOK
Kearns in chapter three discusses the teaching and research use of video materials in academic settings. In chapter four, Abresch examines the development and implementation of a Geographic Information Systems (GIS) research and data center in a virtual library.
ACKNOWLEDGMENTS
Technology, Organizational Change and Virtual Libraries
THE USE OF TECHNOLOGY IN SOCIETY AND ORGANIZATIONS
In order for libraries to cope with these changes, the traditional workplace is no longer viable. New work methods (eg, cross-functional work teams) have become necessary to incorporate changing technology and communication.
EMERGENCE OF WORKTEAMS
Thus, questions have begun to emerge about the viability of maintaining the traditional model of university research libraries. Academic libraries with their host institutions need to rethink their structure, operations and processes to meet the changing environment of higher education.
Emergence of Technology in Teams
Accordingly, virtual teams can be set up as temporary structures with fluid membership, can exist only to complete a specific task, or can be permanent structures that work on core business processes.
ACADEMIC LIBRARIES
The increased use of telefacsimile, audio and video conferencing, conferencing, and the Internet has dramatically expanded an individual's access to various sources of information as well as increased the level of participation in various information networks. The emergence of the Internet and the migration to client-server architecture have spurred new ways of accessing information resources and the development of new telecommunication-based services.
CASE STUDY OF THE USF LIBRARY SYSTEM
Prominent in the information systems literature is the extent to which technology embodies and influences the strategic direction and functioning of teams, specifically the use of teleconferencing, electronic mail, and web-delivered information (Grover, Fiedler & Teng, 1999; O'Hara & Watson, 1995; Premkumar & King, 1992; Venkatraman, 1991). The following case study examines the development and implementation of a multi-campus virtual library project within the University of South Florida (USF) Library System.
Overview
History
Creation of the Virtual Libraries Planning Committee
The charge was somewhat unusual, as it was the first time the USF Libraries had collaborated on a system-wide project of this magnitude. The use of technology proved to be of great benefit in coordinating this effort.
Organisational Role and Use of Technology within the VLPC
Use of Technology in the Virtual Library Implementation Process
IMPLICATIONS OF THE USE OF TECHNOLOGY
No longer based on job titles or status, employees self-identified their interests and helped draft assignments. Previously, two factors had led to problems with effective collaboration between the USF libraries: the time it took to travel between campuses for face-to-face meetings, and the disproportionately larger size of the Tampa Main Library (TCL).
External Organisational Impact
CONCLUSION
FUTURE ISSUES
An empirical assessment of information systems planning and the role of information systems in organizations. Migrating organizational functions to the work unit level: Buffering, decoupling, and raising boundaries.
APPENDIX: PEER INSTITUTION SURVEY
- OPAC (Online Public Access Catalog)
- What type of OPAC do you use? (NOTIS, DRA, CARL, etc.)?
- How do you use it?
- Is it command line driven?
- Does it have a graphical user interface?
- Is it WWW-based?
- Electronic Collections/Services
- Locally produced databases
- Briefly describe the content of the locally produced databases
- Full-text databases
- Text, image and multi-media?
- Full-text materials on WWW: Are they
- E-journals
- Does the library receive e-journals?
- Are they archived?
- Electronic Course Reserve
- Document Delivery/Resource Sharing
- Staffing/Infrastructure A. Integrated library system
- Describe the staffing that supports your digital library efforts
- Do you have a collaborative arrangement with academic/
- What percentage of time is trained staff available to assist users?
- Cataloging
- Do you classify and catalog digital/electronic materials for your OPAC?
- If you are cataloging resources on the Web, who decides what is added to the collection?
- Hardware/Equipment/Labs
- How many terminals are available for
- How many PCs/MACs are available for
- How are the public access workstations used? (check all that apply)
- Is your network running 10 MBps or 100 MBps?
- What type of printing capabilities are available to the user?
- Budget
- Budget for Hardware
- Is there a separate budget for hardware?
- Amount allocated last fiscal year?
- If not a separate budget item, can you estimate how much is allocated for electronic resources/databases and hardware?
- Document Delivery
- Can you estimate how much you are spending on document delivery?
- How are you fiscally supporting document delivery?
- A Future Look at the Virtual Library at Your Institution
- What are your library technology plans for the next one to two years?
Provides you with enriched MARC records with links to HTML documents (i.e. URL, topic headings, notes field). What forces do you see on the horizon that will help shape your institution's virtual library? dial-up=on-campus and off-campus access).
COLLECTIONS
Collection Development for Virtual Libraries
ELECTRONIC ACQUISITIONS AND COLLECTION DEVELOPMENT
Content
Allocations
The Role of Consortia
THE ELECTRONIC COLLECTIONS TEAM
Establishing Preliminary Policies
Although additional funding may be available for the initial acquisition of electronic materials, eventually electronic resources represent a larger and larger share of the materials budget pie. These documents reflect the long- and short-term goals of the library, the strengths and weaknesses of the collection, and the immediate and anticipated needs of library patrons.
Establishing the Budget for Electronic Resources
Establishing the Types of Resources Needed
It is appropriate and wise to adopt policies and standards set by national and international organizations. Many libraries require an evaluation of a resource even if it is available (free of charge) online.
Establishing Workflow
Finally, the team should determine whether data in other formats are needed, such as numerical and multimedia resources.
Establishing Evaluative Criteria
CRITICAL ISSUES IN EVALUATING ELECTRONIC RESOURCES
Access
Timeliness
Cataloging
Sustainability
Usability
In addition, the number of available search fields (title, author and descriptor) and whether fields can be modified should be noted. Usability also plays a large role in determining the number of clicks, views, and errors in database usage logs (for additional information on usability, the reader is referred to Chapters 3 and 8 in this volume).
Usage Assessment Statistics
Technical Performance and Service Levels
While librarians often look for advanced features that are of interest to the sophisticated researcher, it is equally important to consider the needs of the naive user. The overall system and network performance of the vendor and the quality of the documentation and technical support offered are very important.
Features That Add Value
Pricing Structure
In the second case, bundling print and online journals defeats the potential for cost and space containment. Benefits include using a single search interface, access to significantly discounted new titles, and consolidation of licensing, accounting and technical support.
NEGOTIATING THE CONTRACT
Negotiating Perpetual Access
Less attention was paid to the general reallocation of library resources to the acquisition and maintenance of electronic resources at the expense of all other library materials. When library resources are acquired to meet immediate information needs rather than because they contribute to the consistency or completeness of the overall collection, the transition to electronic resources is assumed with little regard—financial or philosophical—to the costs of the library collection.
FUTURE TRENDS
Goodbye to all that..Transforming Collection Development to Fit the Virtual Library Context: The OhioLINK Experience. The impact of electronic resources on collection development, the roles of librarians and library consortia.
APPENDIX A: A SAMPLE VENDOR EVALUATION FORM
APPENDIX B: EVALUATIVE CRITERIA AND LICENSING CONSIDERATIONS
Time is running out. Printing process. Email process. Copy/paste option. Transfer option. Providing usage statistics. Indicate compliance with ICOLC standards for technical performance and usage statistics Reference materials or user manuals may be attached to the legal agreement.
Libraries as Publishers of Digital Video
ENHANCING THE ACADEMIC ENVIRONS OF RESEARCH AND TEACHING
Fewer still are aware of the subtleties involved in choosing the best one for the job or the many options each possesses that can dramatically improve the learning experience of the student. Low bandwidth digital video technologies (multiple still images) have also been used successfully (Michelich, 2002) over slow speed modem connections, serving as highly useful supplements to classroom learning.
MEDIA FORMATS
Few educators are aware of what tools are often available to them to enhance their teaching and research efforts. For example, streaming audio technology is widely used to support classroom instruction due to the relative ease with which low bandwidth signals are propagated through the Internet (Furr, 2001).
MPEG2 Format
In addition to network limitations, it is important to note that the use of MPEG2 over IP is also hampered by the computing capabilities of the receiving machines. Most personal computers are currently not powerful enough to use software alone to decode a 5 Mbit/sec MPEG2 signal, but there are exceptions.
MPEG1 Format
MPEG4 Format
These products allow the user to choose between dozens of options for how the video will be encoded and delivered, starting at a bit rate of 56 Kb/sec. The strategy allows a computer on a congested network to request and receive the same video as a machine on an uncongested network, but at a bit rate that is appropriate for its local network topology.
MPEG4 and Active Agent Technologies
Unlike the MPEG2 and MPEG1 standards, the MPEG4 standard is sensitive to motion within the video field and can distinguish foreground from background. Bookmarks in the video file allow users to go to locations in the presentation that are explicitly reserved by the librarian.
STREAMING MPEG AND NETWORK BANDWIDTH CONSIDERATIONS
Additionally, Microsoft's MPEG4 standard enables the creation of unique segments that are the concatenations of other clips dynamically extracted from existing MPEG4 video files. Under those conditions, streaming video transmission is impossible, and network bandwidth must be increased through significant investments in infrastructure.
ACCESSIBILITY
Such cases illustrate the popular "Last Mile Problem" that has plagued network engineers developing high-bandwidth applications for wide distribution over the Internet. Closed captioning also provides a method for viewers to obtain information from a video stream that has audibility problems due to the degradation of the primary source material and can also provide a means for video material to be used in areas of the library where audio speakers are prohibited. is due to noise restrictions.
INDEXING AND RETRIEVAL OF VIDEO MATERIALS
In the project that will be described in the next section, a video database whose material was archived by a professional librarian using the MARC record format was developed internally for access by Internet2 and Internet1 users.
THE STREAMING VIDEO PROJECT
At the time the project began, a number of products were in early development for real-time feature extraction from streaming video and audio. Active Agent capabilities allowed related web-accessible content to be displayed during the video presentation to enhance the audience's viewing experience.
Geographic Information Systems Research and Data
Centers
OVERVIEW OF GIS
Designed for use on computer mainframes and written in languages such as UNIX, early GIS programs were organizationally complex and unintuitive to the average user. A major impact on the field was the introduction of desktop mapping software programs such as PC Arc/Info, Arcview, and the MapInfo suite of software from the Environmental Systems Research Institute (ESRI).
THE DEVELOPMENT OF GIS
Designed for the Windows operating environment, these GIS software programs have expanded the range of program users and have been designed for different levels of user expertise. To further define the center's primary functions, the task force committee examined both the directives of the Association of Research Libraries and the role of other libraries in establishing other regional spatial data centers.
EXEMPLARY DIGITAL GEOSPATIAL CENTERS
The library system's combination of traditional and innovative strengths makes it well suited to support the educational and research needs of the GIS community at the University of South Florida. By 1999, in response to the growing use of GIS, the Council of Deans passed a proposal to investigate the feasibility of establishing a Library-supported Geographic Information Systems (GIS) Research and Data Center.
Alexandria Digital Library
A year later, a task force consisting of research and teaching faculty in collaboration with public and private sector GIS practitioners determined that the main mission of a GIS Research and Data Center was data stewardship and management to also provide the University's GIS support research needs to serve as a bridge to external GIS communities (Reader, Chavez, Abresch, et al., 2000). The Alexandria Digital Library has configured its catalog for searches to retrieve objects that are in both online and physical formats (Hill et al., 2000).
Idaho Geospatial Data Center
Cornell University Geospatial Information Repository (CUGIR)
CREATION OF THE USF GIS RESEARCH AND DATA CENTER
Implementation
DESCRIPTION DOCUMENTATION AND GEOSPATIAL INFORMATION
Metadata
Federal Geographic Data Committee Data Content Standard
Finally, the FGDC content standard defines only the content of the record; it does not specify how the information should be organized or how the data should be displayed. The next step is how best to incorporate geospatial data metadata into MARC (Machine Readable Cataloging) bibliographic record metadata, in order to provide full access to geospatial data through the library's online catalog.
The MARC Format And Digital Cartographic Data
The input scale would then affect both the content of the item and the extent to which the data can be used for other purposes. Field 514 (data quality note) contains information about the correctness and completeness of the data.
CONCLUSIONS
White Paper for the Distributed Geolibraries Workshop, June 15-16, 1998, Washington, D.C., hosted by the National Research Council Distributed Geolibraries Panel. Joint Steering Committee for the Review of Anglo-American Cataloging Rules (2001) News & Announcements: Results of the Joint Steering Committee Meeting held in Washington, DC USA, 2-4 April 2001 Retrieved 10 November 2001 from the World Wide Web: http://www.nlc-bnc.ca/jsc/0104out.html.
SERVICES
FUNCTIONS
Access Services in the 21st Century
INTERLIBRARY LOAN
In addition, remote users (ie, those outside the library building) can access electronic materials themselves. More important is the finding that the library does not have permanent files in its possession, relying on the sustainability of the companies that supply these databases.
Brief History of Interlibrary Loan
Ownership requires specific types of investment, for example staff to store, process and repair the materials, and valuable physical space in the library to ensure access.
Automating the Process
One possible future direction is direct interlibrary loan, where the borrower sends a request directly to the lending library. Unmediated interlibrary loan is usually available within consortia that have loan agreements that allow direct requests from patrons or commercial document deliverers.
The Impact of Standardization
However, there are no easy solutions and a ready-made program may not answer all questions or solve all problems. Independent systems, such as ILLiad from OCLC/Virginia Technical Institute (Kriz, Glover, & Ford, 1998), Pigasus Software's Wings, and Clio are just some of the commercially available systems.
Sending Documents
Such programs can connect patron-initiated interlibrary loans to the databases located in the systems' online public access catalog (OPAC), statistical packages, and notification systems. There has been a new twist in the market as sellers form partnerships with other sellers to develop better and more creative products.
Financing and Budgeting Issues
Recently, libraries using Ariel and other methods of document delivery are experimenting with delivering documents directly to their customers (desktop delivery). Users can request that a library send a document directly to them using different delivery methods.
The Cost of Interlibrary Loan
Although there may be no fees for libraries in a consortium, this does not preclude the costs of running an interlibrary loan department. Libraries must still budget for interlibrary loan services, document delivery, and the cost of new technologies as they emerge on the market.
Combining Interlibrary Loan and Document Delivery
ELECTRONIC RESERVES
Videos, old tests, practice assignments and other own material found a protected environment in the spare room. In the first edition of Transforming Libraries, fifteen academic institutions and five non-library organizations, including vendors and copyright agencies, were listed for their work in electronic reserves (ARL, 1996).
Costs of Access
This reduces staffing at the public reserve desk, although there is an increase in backroom work required to scan materials. Other libraries get around all copyright issues by only posting material that is in the public domain or personally owned by the faculty member, such as quizzes and class notes.
Staffing
LICENSES AND CONTRACTS
Interlibrary Loans
Put another way, these contracts are problematic in the context of interlibrary loan use in a library. The fluidity of these licensing changes can be a challenge for any interlibrary loan department trying to stay compliant with contractual restrictions.
Electronic Reserves
Therefore, maintaining current contact with vendors and those individuals negotiating contracts is critical for timely updates and changes.
DISTANCE LEARNING
The future of electronic reserves and interlibrary loan is still entangled with copyright and intellectual property issues. Performance measurement of interlibrary services and document distribution: Bimonthly Report on Research Library Affairs and Actions.
Cataloging and Metadata Issues for Electronic
Resources
This chapter will provide an overview of current cataloging principles, issues in dealing with evolving formats, and challenges for academic catalogs. Finally, the chapter will look at the development of alternative frameworks for describing online resources.
THE EVOLUTION OF CATALOGING IN ACADEMIC LIBRARIES
Transitioning into Virtual Cataloging
This, not the amount of the budget, the architecture of the building or the size of the CD-ROM tower, is the touchstone of good libraries." Six years later, this still holds true. Authority files with references to related, broader, and narrower terms allow the use of concept mapping across different databases.
HANDLING EVOLVING FORMATS
Changes to current descriptive cataloging rules include describing items in digital terms and, with the introduction of online catalogs, using SGML (Standard Generalized Markup Language) to add "hot" links to items in the online catalog. The question arises as to how to use the records in the online catalog for the best information of the user.
History of the MARC Format
For example, if a person's name is used as the author, the name type is given, such as first name (Henry VIII) or surname. If materials are permanent parts of a collection, full coding provides the maximum amount of information to the user of the online catalog.
Enter the Internet
Within a field, the title (King of England) or date of birth are treated as subfields of the name and have separate punctuation. In summary, librarians are constantly updating classification schemes, subject tag lists, and thesauri to reflect the literary rationale, ie. actual documents that require content analysis.
CHALLENGES FOR ACADEMIC CATALOGS
Single Or Multiple Records
The searcher may be required to examine most, or all, of the data listed in order to complete a successful search. Search: tj=JOURNAL OF ACCOUNTING AND PUBLIC POLICY Hit Count: 12. 1 Journal of accounting and public policy.
Reaching Consensus for a Union Catalog
Authority Control Within an Online Catalog
Decisions Regarding Aggregated Databases
Variability of Vendor Product
Unpredictability of Internet Resources
Classification
Personnel Planning and Costs
THE UNIVERSITY OF SOUTH FLORIDA MODEL
The ubiquitous Internet is a controversial tool faced by those who organize academic virtual libraries or virtual collections – the cataloguers. The main drawback of MARC is that it takes skill and time to effectively use the MARC format and its descriptive "bibles": the Anglo-American Cataloging Rules, specialized thesauri, and specific criteria for specialized formats, such as archival or imagery.
BIBLIOGRAPHY
Further, she suggests that this point of need is part of the universal predicament of an information seeker - someone who wants to move forward (cognitively) but cannot move forward until he or she finds that missing piece of information. The "information literacy" taxonomy in Table 3 is provided with permission from the Journal of Information Technology Education.
EVOLUTION OF E-REFERENCE
The year 2000 saw the advent of live reference in academic libraries using "chat" or commercial call center software to communicate with users in real time. Collaboration keeps pace with technology by providing regional and international reference services.
DEFINTION OF E-REFERENCE
Much of the literature on computer-mediated communication (CMC) discusses two items that are considered crucial to creating a successful online interaction. Ehrlich (1987) introduces the concept of "critical mass" as an important factor in the adoption of an information system or service and advises target groups that may be able to use the electronic reference service most effectively.
FUNCTIONAL REQUIREMENTS
In addition, the software should provide efficient channels for communication between the patron and the librarian, as well as the librarians providing electronic reference. Pushing pages allows the librarian to "push" a page to the patron and the patron to "push" a page to the librarian.
REAL WORLD ISSUES
Software, Hardware, and Those Associated Costs
Not every library or course needs a formal budget line for electronic reference services; it all depends on how extensive the service is (or how extensive it is planned). However, any electronic reference services budget should include lines for personnel, equipment (including equipment upgrades and, if applicable, maintenance), software, and supplies.
Personnel Commitments
If an electronic reference service is to achieve any measure of continuity or success, the service must be formally integrated into the administrative structure of the institution.
Policy Development
This new collaboration is more in line with Galbraith's (1995) definition of a virtual team: electronic networks or teams of individuals who are not actual teams, but are individually linked together electronically to act as they are. Finally, a major concern for collaborative e-reference services will be the impact of cross-cultural differences on virtual team formation as academic libraries move toward international partnerships.
Reporting Commitments
Standards
The National Information Standards Organization (NISO) Invitational Workshop on Network Reference Services (NISO, 2001) identified several objectives, including aspects of digital reference that could benefit from standardization, major stakeholders, existing work that could be used as a basis , the timeline for standards research and development, and the next steps for standards development. QuIP is designed as a research initiative of the Virtual Reference Desk (a project of the ERIC Clearinghouse on Information & Technology) and the National Library of Education, supported by the Office of Science and Technology Policy.
MARKET GROWTH
This type of wire data format allows users to search and retrieve a variety of Internet-based materials, such as e-mail, HTML, Z39.50, and FTP (file transfer protocol) (McClennan, 2000). Georgia Tech, for example, has used AOL's Instant Messenger chat software as an e-referral tool since 1999 (Henson & Tomajko, 2000).
Snapshot of E-Reference Growth: May – September 2001
Patterns
Costs
Emerging Technologies
The structured format of a Web form can be helpful to both the library and the user by initiating a preliminary interview or conducting a referral interview and gathering relevant information such as level of request, scope and depth of request, and current areas. It supports a variety of popular Internet applications and serves as a universal platform from which the user can launch various peer-to-peer applications such as ICQPhone.
EVALUATION METHODS
For more information, the reader is referred to the latest version (5) of the ICQ protocol http://www.algonet.se/~henisak/icq/icqv5.html. There is no limit to the number of people who can participate in any given discussion or the number of channels that can be created on IRC.
INFORMATION LITERACY
A review of how AskA services have functioned in the k-12 setting can provide solid suggestions for improving academic and university services (Lankes, 1999b; Kasowitz, Bennett, & . Lankes, 2000). Librarians will need to take a broader view of how tools drive instructional procedures, learning is driven by intended student outcomes, outcomes are driven by institutional mission, and mission is driven by stakeholders and accountability to larger education systems.
SUMMARY
Although patrons expect academic libraries to offer "one-stop shopping," they recognize that different resources and reference services are offered depending on the nature of each library. Strategies for Encouraging Successful Adoption of Office Communication Systems. value-based reference services for the digital library.
APPENDIX A
APPENDIX B: MARKET SHARE : SNAPSHOT OCTOBER 2001
Website Development Issues
THE DESIGN PROCESS
Mission Statement and Project Objectives
Describe Your Audience
Tasks
For example, a designer's task is to create a user-friendly navigation system that allows the user to easily access information. The instant gratification of having achieved their goal will keep the user coming back.
Identify Content and Define Scope
Build in Accessibility
A site index, like a book index, serves as an additional navigation system and is not constrained by the site's hierarchy. It is especially useful when the main organization system does not anticipate all possible uses of the site.
Organizational Structure
Prototyping and Testing
MANAGING THE CONTENT
Content management software can ensure consistency across a site by automating many of the tasks involved in website maintenance, eg, creating, publishing, and updating website content. Although proprietary content management software is expensive, there are several content management options in the Open Source Software domain (http:/ . /www.opensource.org/).
Adding Value
Since the HTML generated by website tools is often different, all employees should use the same product. Additionally, as voice browsers become more sophisticated, separate stylesheets describing voice inflection may be created and served for those browsers, but the content remains the same.
Archival Information
Persistent Access
Writing and Linking
MANAGING THE SERVER
Security
If a system administrator has never heard of CERT or SANS, he or she should be informed of these security alerts or replaced with a new person who prioritizes security. If there is no local systems administrator, one should visit the CERT site, read.
Backups and Software Updates
Best practice policies begin with monitoring and following the security alerts issued by CERT and the SANS Institute. Since both SANS and CERT issue alerts by email, there is no excuse not to subscribe to them.
General Health
Authentication and Remote Access
It runs directly over TCP and can be used to access a standalone LDAP directory service or to access a directory service back-ended by X.500. Anyone with an X.500 or LDAP client can browse the global directory, just as he or she can use a web browser to browse the global web.
Monitoring Usage
The Inmates Run the Asylum: Why High-Tech Products Drive Us Crazy and How to Restore Sanity. A white paper on authentication and access control issues in cross-organizational use of networked information resources.
Marketing the Virtual Library
THE DEVELOPMENT OF MARKETING FOR ACADEMIC LIBRARIES
Historical Perspective
Emergence of Virtual Libraries
A library's image is an important component of the use of its resources (Heckart, 1999). During the 21st century, librarians must learn how marketing techniques help to bring vision to the overall operation of libraries (Harrington & Li, 2001).
Basic Tenets of Marketing for Libraries
To add to the confusion, electronic resources come in various formats that require explanation to users of academic libraries. Librarians have taken on a new role in publicizing or marketing the services and materials found in their virtual libraries.
CASE STUDY: THE DEVELOPMENT AND MARKETING OF THE USF LIBRARIES
The following section outlines the USF Virtual Library's marketing process during its inception and future plans.
The Planning Stages
The First Marketing Project – Soliciting Participants for a Focus Group
The final document from the planning committee, The USF Libraries Virtual Library Project: a Blueprint for Development, distilled information from the focus groups, the literature searches, and the institutional survey. Each member of the implementation team became a team leader of one of the newly created eight virtual library teams, including the marketing, training and staff development team.
Marketing the Virtual Library Project to the Librarians and Staff of the USF Libraries
The Marketing Team Begins to Function
To effectively market the inauguration of the virtual library, the team had to work quickly. The team as a whole discussed a house style (name and logo) for the virtual library.
Dissemination of Information – Mechanisms, Point Persons, and Contact Persons
The two groups held weekly meetings via conference call where they discussed progress on projects and assigned tasks to members. The three long-term measures set for marketing were: dissemination of information via multiple formats;.
Procedures for Marketing New Resources
Creating a Virtual Identity
With the development of a virtual library logo, the next step was to create standardized publication layouts for a variety of materials. The first item created was a virtual library letterhead, followed by bookmarks, flyers, pens and pencils, brochures, and posters.
Funding for Advertising
For the inauguration itself, the team created invitations, balloons that matched the colors of the logo, candy, and footprints with the logo that led to demonstration rooms. All promotional and event materials were prepared and sent to each of the USF libraries.
MARKETING THE VIRTUAL LIBRARY
Inauguration Day – November 1997
To publicize the inauguration, the new color logo was included whenever possible to effectively brand the USF Virtual Library in the mind of the university. Everyone agreed that the Marketing Team succeeded in creating a very visible profile for the Virtual Library.
One Year Later
Due to the sheer size of the University of South Florida and its many campuses, the dedication was a week-long event with four of the five libraries hosting open houses. A member of the implementation team went to a library on another campus as a volunteer and worked with the marketing team representative for that library.
KEEPING THE CAMPUS AWARE OF RAPIDLY INCREASING RESOURCES AND SERVICES
A NEW ITERATION
Although change is constant, marketing an academic virtual library is similar to other traditional methods of marketing. Although the USF Virtual Library is barely five years old, there has been a major change in the knowledge base of the campus community.
APPENDIX A – MARKETING CHARGE, SHORT AND LONG TERM ACTION ITEMS
APPENDIX B - MARKETING PROCEDURE CHECKLIST
Distance Learning
BRIEF HISTORY OF DISTANCE LEARNING
By 1926, interest in distance education had grown to such an extent that a National Home Study Council was formed under the cooperative leadership of the Carnegie Corporation of New York and the National Better Business Bureau to promote standards of sound education and ethical business practices. within distance/. Another innovation in distance education was the use of teleconferencing that began in 1982 with the creation of the National University Teleconferencing Network, based at Oklahoma State University (Oregon Community Colleges for Distance Learning, 1997).
APPLICATION OF DISTANCE LEARNING TO SERVICES & RESEARCH
In 1933, the world's first educational television programs were broadcast from the University of Iowa campus, covering topics ranging from oral hygiene to identifying zodiac signs. Along with videotaped lectures or recorded television programs, teleconferencing added a human dimension to distance education.
Services Delivery
As a result, the use of telemedicine technology by rural and frontier health care providers has been limited, placing the rural mental health field at a distinct technological disadvantage without adequate structural, service, and fiscal infrastructure for the implementation and utilization of currently available technology in twenty-first century America. .
Research
ACADEMIC DISTANCE LEARNING & THE VIRTUAL LIBRARY
The use of the Web and all technologies have allowed interaction with faculty and students through "chat rooms," bulletin boards, and streaming and real-time video. Elements of any successful distance program must include consideration of instructors and students, both of whom have needs that must be considered and served.
Function and Role of Virtual Libraries
Workers who want to improve their skills or achieve a promotion see distance or online education as an opportunity for advancement that was never open to them before the use of the Internet. The role of the library in this process is supportive, both for students and teachers.
Changes in Distance Librarianship
These programs are based on the "call center model" which can queue web inquiries and route them to the next available librarian. A quick visit to the LSSI website (http://www.lssi.com) provides a glimpse into the philosophy behind the offering.
SUPPORTING DISTANCE LEARNING
CASE STUDY
Conceptualization for an Online Environment
In the Foundations in Behavioral Health Systems course, they made extensive use of the Electronic Reserves component of the USF Virtual Library. Subsequent enhancements to the Foundations in Behavioral Health Systems course include more identified and referenced online resources, such as monographs found on the National Academy Press website.
Internet Use and Information Literacy
In both web-based classes, the professors incorporated specific web-based reading material for the lectures and assignments, including articles and databases available through the USF Virtual Library. To increase students' awareness of the need to authenticate an Internet-based resource, an information literacy self-study component and PowerPoint presentations on resources within the USF Virtual Library were included in the class assignments.
Assessment of the Courses
Electronic resource] Retrieved 03/08/02 from http://distancelearn.about.com/. The virtual library, society and the librarian. The Oregon Community Colleges Distance Education Strategic Plan, Distance Education History, Current Status, and Trends.
ADMINISTRATION
EDUCATION
Issues for Library Management When
Implementing Large-Scale Programmatic Change
The proliferation of change management literature in the library and information field indicates that these issues are becoming increasingly important as more academic libraries develop a virtual presence (Higuchi, 1990; Lee, 1993; Riggs, 1997; Meyer, 1997; Nozero & Vaughn, 2000 ). Almost a decade ago, Dougherty and Dougherty (1993) noted that the current rate of change in the information field is higher than ever before, while the ability of libraries to respond quickly and decisively has never been more limited.
THEORIES OF CHANGE
Academic libraries, like other organizations, must respond proactively to their changing environment to take advantage of opportunities to increase their visibility, restructure to meet the needs of their users, and achieve their goals of remaining the preeminent source of information within the academy. Using Burke, Church, and Waclawski's (1993) Managing Change model, the authors will discuss the change structure, the change culture, and the individual response to change within a case study framework.
Strategies To Manage Change
Even short-term change initiatives that focus on cost and/or changing established work practices have immediate and unavoidable impacts on the organization. They may not fundamentally change the core purpose of the organization; however, it can be highly traumatic for staff (Hailey, 1998).
Performance Measurement
For example, department heads must avoid overwhelming senior supervisors with many different and often conflicting change initiatives. Supervisors should be involved in the design of these change initiatives to increase investment in the change process.
CASE STUDY OF THE UNIVERSITY OF SOUTH FLORIDA (USF)
Each team had a clearly defined charge, including ongoing evaluation, and the development of a timeline for reporting and evaluation (Virtual Library Planning Committee, 1996). Furthermore, the Project Manager, Project Groups and Team Representatives were to be responsible for reporting to their respective areas and libraries on their progress.
Managing Structural Change
Managing Cultural Change
Managing and Motivating Human Resources
Lessons Learned From the USF Virtual Library Project
The 1996 goals stated in the Project were aligned with the goals for successive years of the USF Library system. Maintaining parallel structures and workflows of Virtual Library teams and traditional library departments seemed increasingly unsustainable.
Recommendations
Building on Kurt Lewin's programmatic equation (B = f (PE), where B = behavior, P = personality, and E = environment), Soudek combines the equation's P and E elements to refer to organizational climate. The information environment of the 21st century offers libraries the opportunity to play a central role in the academic community, but this will require bold and confident leadership along the way. and what doesn't: Presentations from APQC's Third Knowledge Management Symposium.
Staffing the Transition to the Virtual Academic Library
Competencies,
Characteristics and Change
INITIAL CONSIDERATIONS
Seventy-one percent of HR professionals indicated that their employees cited improved communication as the most important factor contributing to retention rates. It is clear that academic libraries are not exempt from many of the same pressures faced by survey respondents.
TECHNO-CHANGE AND THE CHANGING NATURE OF ACADEMIC LIBRARIES
It is clear that developments in information technologies are changing the very nature of the mission of the academic library and thus the work of the staff. This is not the case with paraprofessionals, who come to the academic library with a wealth of skills and experiences, varying both in content and level of achievement.
HUMAN CHANGES
They caution the manager to ensure all staff concerns are investigated and addressed before the change is implemented because “the negative impact of change on the workforce, even if managed successfully, should not be underestimated” ( pp. 151). Research shows that 90% of change initiatives that fail fail because human factors are not taken into account.”
RESPONSE TO CHANGE
