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One of the recurring themes in Brown and Duguid's The Social Life of Information is the social perspective that's often overlooked in an information ecology with the introduction of new technology. Even as users become more independent in information-seeking, librarians can take heart in the fact they will continue to play an important role in the triad of information-seeker, librarian and technology.

While it is true that users are seeking less help for answers that they can easily find on the Internet, giving the user a set of search tools and databases is unlikely to be fruitful for more complex tasks such as market research. The social interaction that takes place during a reference interview is likely to yield more useful results. During the question-negotiation process, the librarian is instrumental in bridging the gap between a user's expressed need (to the librarian who is part of the information system) and his or her actual need in order to establish a search strategy.

Social interactions such as these abound in the information ecology of a library. Rapport and relationships are being built between librarians and users, often leading to repeat visitors. Additionally, reference librarians often turn to fellow colleagues for knowledge in subject areas outside their primary domains.

Social software technologies allow libraries to facilitate those interactions. Wikis allow reference librarians to collectively build a knowledge base of reference information. Blogs and social network sites facilitate conversations among users. Librarians can be assured that technology, for once, isn't focused on delivering mere bits. For the first time, it's about exposing the missing link -- the real-life social networks that are crucial in making sense of the bits that we consume everyday.

Having said that, the use of social software will only complement and not replace face-to-face interaction. Virtual reference conversations are still prone to misinterpretation due to the lack of visual cues. A video conference is not quite the same as a real-life meeting. More importantly, any technology new or old should support -- and not upset -- the delicate balance between the people, practices and values of a library.