Social Q&A and virtual reference—comparing apples and oranges with the help of experts and users

Online question‐answering ( Q&A ) services are becoming increasingly popular among information seekers. We divide them into two categories, social Q&A ( SQA ) and virtual reference ( VR ), and examine how experts (librarians) and end users (students) evaluate information within both categories. To accomplish this, we first performed an extensive literature review and compiled a list of the aspects found to contribute to a “good” answer. These aspects were divided among three high‐level concepts: relevance, quality, and satisfaction. We then interviewed both experts and users, asking them first to reflect on their online Q&A experiences and then comment on our list of aspects. These interviews uncovered two main disparities. One disparity was found between users’ expectations with these services and how information was actually delivered among them, and the other disparity between the perceptions of users and experts with regard to the aforementioned three characteristics of relevance, quality, and satisfaction. Using qualitative analyses of both the interviews and relevant literature, we suggest ways to create better hybrid solutions for online Q&A and to bridge the gap between experts’ and users’ understandings of relevance, quality, and satisfaction, as well as the perceived importance of each in contributing to a good answer.