Call it CHAT

Here's an analogy: IM is to quality reference as Koolaid is to fruit punch. Quality reference transactions depend upon resources and engagement. IM communication is often on-the-fly and tangential to other activity. A multitasking customer is not a suitable actor for the level of engagement required for quality reference service. Similarly, the absence of broadly recognized, accessible in-place resources and practiced scenarios diminishes the likelihood of quality instant- message-based reference service.