Over the past two decades the progression of virtual reference has continued to grow as a preferred method of communication between library users and librarians. Traditionally, these virtual reference interviews took place through email, chat interfaces, and even text messages. In the past few years, as libraries have struggled to carve out a place on social media, there remains room to push the boundaries on what types of platforms our reference services are offered. Young adults have always been early adopters of new technology, specifically on applications in the social sphere. As of 2018, the number of daily active Snapchat users in North America is on average 80 million, with 66% of users in Canada between the ages of 18-24 (Statista, 2018), and many have cited it as their preferred mode of communication.

In September of 2017, I began a pilot program at the University of Manitoba’s Albert D. Cohen Management Library to see if Snapchat could be adopted for the reference interview. Students were encouraged to submit their business research questions using the platform’s image and text sharing features in order to communicate directly with their liaison librarian. This afforded more meaningful and impactful reference sessions as I was then able to interpret more from each photo than I would I regular text message or email. Students were particularly eager to use the service in regards in financial databases like Bloomberg Professional Service. The model for this program was developed over the past year and relaunched in my new position as the Management & Business Librarian at McGill University.

During this presentation I will explore my initial environmental scan to determine whether this program could gain traction, my methodology for developing the guidelines and framework, and the promotion tools used to advertise to the business students. I will also compare my experiences using “Snapchat Reference” to that of traditional and virtual reference services, as well as future plans for assessment of the program. Attendees of this session will gain insight into the use of social media for virtual reference, as well as how to develop and market their own programs.