R U there? How to reach a virtual audience through affordable marketing strategies

Virtual reference is a vital service component of many libraries. Whether serving college students or the general public, a real-time reference service demands highly trained staff and quality resources. What can administrators do to make sure their users make the most of this cutting-edge service? The University at Buffalo (UB) was one of the first universities to establish a virtual reference service. Known as Instant Librarian, the chat room thrives as a major public service without placing a drain on staff or budget. This article discusses the marketing strategies UB applies to chat reference, including advertising, use of icons, and user surveys for assessment.