Abstract : Virtual reference service has become ubiquitous in academic libraries. The increased adoption of chat technology brings to light some of the challenges of providing high-quality reference service. The lack of a personal connection, increased transaction time, and technical problems are often cited. Techniques, such as conducting a reference interview or using online communication conventions, can make virtual reference as effective as face-to-face reference. Additionally, inclusion of video or Web annotation in the virtual reference session can add an element of personalization that might otherwise be missing. Virtual reference can be an emotionally rich, engaging, and effective form of reference service if these techniques and technologies are adopted.