Marketing ‘discovery tools’ to the Google generation: a review of issues and strategies for academic librarians (outline draft) Dean Giustini, Eugene Barsky, UBC LibraryI. IntroductionIn this paper, we review some of the issues and challenges of marketing ‘one-search discoverytools’ in academic libraries in an age where many popular federated and meta-search toolscompete for attention. The library and information science literature is full of cases outliningthe difficulties of cumulating the scholarly literature [1-4] and the benefits of using discoveryservices to lead to authoritative content [5-7]. But what seems missing is a (re)contextualizationof when a single central database is most useful and when specific databases, discovery toolsand / or Google should be consulted. We argue that users resort to at least three ‘searchpostures’ (or strategies) as a result of not knowing when to use which search services, namely i)repetitive keyword ‘pre-searching’, ii) digital browsing of key websites and iii) heuristic‘discovery’ using a range of indexes and methods . Due to their affordances, two tools seemto foster browsing and ‘pre-searching’ in academia more than any other, Google Scholar andWikipedia. However, we highlight the reasons for the proper marketing of one stop tools (‘onesearch’ or ‘one box to search all’) in academic research while discussing the challenges thatacademic librarians face in doing so. Where relevant, we describe our interactions with users atthe University of British Columbia Library where Serials Solutions’ Summon was introduced toresearchers in February 2011.II. Background“...[one-stop search] is about helping users discover library content in all formats … [this is]regardless of whether it resides within the physical library or among its collections of electronic
content, spanning both locally owned materials and those accessed remotely throughsubscriptions.”  (Breeding, 2010)References Byrne, Alex (2008). Web 2.0 strategy in libraries and information services. The Australian Library Journal. 57(4), 365-376 Breeding, M. (2010). The state of the art in library discovery 2010. Computers in libraries, 2010, 30(1), 31–34. Bilder, G. W. “In Google We Trust?” Journal of Electronic Publishing 9.1 (2006). Web. 1 May 2009. http://hdl.handle.net/2027/spo.3336451.0009.101 Campbell, J. “Changing a Cultural Icon: The Academic Library as a Virtual Destination.” EDUCAUSE Review 41.1 (2006): 16–31. Caswell, JV., Wynstra, JD. (2010). Improving the search experience: federated search and the library gateway. Library Hi Tech. 28(3):391-401. Chen X. (2010) Google scholars dramatic coverage improvement five years after debut. Serials Review. 36, 4: 221-226. CIBER (2007): Information behaviour of the researcher of the future (‘Google Generation’ Project), University College London, CIBER. http://www.ucl.ac.uk/infostudies/research/ciber/downloads/ggexecutive.pdf Dartmouth College Library (2009): An evaluation of Serials Solutions Summon: as a discovery service for the Dartmouth College Library, Hanover, NH, Dartmouth College Library. Drake, M.A. (2008). Federated search: one simple query of simply wishful thinking?’’ Searcher, Vol. 16 No. 7, pp. 22-4, 61-2. Duddy, C. (2009). A student perspective on accessing academic information in the Google era, 32nd UKSG Annual Conference and Exhibition, 30 March–1 April 2009, Riviera International Conference Centre, Torquay. Duvernay, J. (2010). Promoting Library One Search at Arizona State University, The success of web-scale discovery in returning net-gen users to the library Library journal webcast April 8, 2010. http://www.libraryjournal.com/lj/tools/webcast/883883-388/the_success_of_web- scale_discovery.html.csp Gibson I, Goddard L, Gordon S. (2009). One box to search them all: implementing federated search at an academic library. Library Hi Tech. 27(1):118–133. Chen X. (2010). Google Scholars Dramatic Coverage Improvement Five Years after Debut Serials Review Volume 36, Issue 4, December 2010;221-226.
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Stevenson, K., S. Elsegood, D. Seaman, C. Pawlek and M.P. Nielsen (2009). Next generation library catalogues: reviews of Encore, Primo, Summon and Summa. Serials, 22(1), 68–82. van Dijck J. (2010). Search engines and the production of academic knowledge. International Journal of Cultural Studies. 13: 574-592. Vaughan, Jason. (2011). Investigations into library web scale discovery services. Paper 44. http://digitalcommons.library.unlv.edu/lib_articles/44 Way, Doug. The Impact of Web-scale Discovery on the Use of a Library Collection. (2010). Scholarly Publications. Paper 9. http://scholarworks.gvsu.edu/library_sp/9 Wrubel, L. and Schmidt, K. (2007). Usability testing of a metasearch interface: a case study. College and Research Libraries. Vol. 68 No. 4, pp. 292-311. Yang SQ, Wagner K. (2010). Evaluating and comparing discovery tools: how close are we towards next generation catalog? Libr Hi Tech. 28(4):690 - 709.Further reading Electronic resource discovery systems: do they help or hinder in searching for academic material? by Hanna Stelmaszewska Head A. Information Literacy from the Trenches: How Do Humanities and Social Science Majors Conduct Academic Research? College and Research Libraries, Sept 2008, 69, 4 Course Assignments Fail to Train Undergraduates for Research in the Digital Age Education-Portal.com, August 6, 2010. At the Last Minute Joe Janes, Technology column, American Libraries, April 2009, p. 26 Information literacy: A Call to Action Sharon Weiner, College and Research Library News, July/August 2010, 71, 7. Weiner SA. Information Literacy: A Neglected Core Competency Educause Q. 33, 1, 2010. Professor Michael Eisenberg Talks Critical Thinking Today HowDo.Us Interview with Mike Eisenberg, Co-Director Project Information Literacy, Professor, University of Washington Information School, March 2010 Research Assignment Handouts Give Students Meager Guidance,” by Kelly Truong, Chronicle of Higher Education, July 27, 2010. Students Use Wikipedia Early and Often, Study Shows Mary Helen Miller, Chronicle of Higher Education, March 16, 2010 Increasingly, the sheer number of discovery tools have made it necessary to debate the merits of each system http://www.librarytechnology.org/discovery.pl while comparing http://sites.google.com/site/urd2comparison/