Librarian-an information service offered through IM, and the Facebook fan page of the university libraries under study. Findings: Interestingly, the findings reveal that the full potential of reference service 2.0 has not yet been maximized. When it comes to reference services in academic libraries, students and faculty members have chosen to go online: Ask-a-Librarian, web forms, e-mail and Facebook. A significant increase in the number of reference transaction was observed after integrating Web 2.0 and digital reference tools to its information services. IM and Facebook were found to be the most useful tools in finding relevant information. A majority of the queries received were brief and factual information inquiries and questions on how to use online databases.
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