ABSTRACT

Objectives: The National Institute for Occupational Safety and Health (NIOSH) Agriculture, Forestry, and Fishing Centers (AFF Centers) collaborated to initiate a joint YouTube channel in order to raise awareness of agricultural, forestry, and fishing occupational hazards; provide information to prevent AFF injuries and illnesses; increase the visibility and influence of the AFF Centers; and establish a collaborative model that can be replicated by other organizations.

Methods: The collaborators sought to produce a structured channel with high scientific standards. Policies, procedures, and a standard review process were established. Representatives from the AFF Centers coordinated the review process and the procedures by which videos were uploaded to the site. A marketing plan was created including a press release and ideas to promote new videos. Promotions are targeted to agricultural cooperative extension agents, educators, producers, owners, operators, first responders, families and community organizations. Viewership was tracked using YouTube metrics.

Results: The site was launched in November 2013. Over a 6-year period, the channel grew from 48 videos to 125 videos with over 10,500 cumulative watch time hours. The channel is promoted by the AFF Centers through email, social media, conference presentations and outreach exhibits. The channel is also publicized during coordinated national outreach events.

Conclusion: Each AFF Center benefitted from increased exposure of their content and the collaboration provided an opportunity to achieve labor efficiencies. YouTube metrics demonstrated that coordinated marketing increases views, watch time and subscriptions. In addition, the success of the channel communicates the benefits to collaboration among organizations with common missions.

摘要

目标：美国国家职业安全与健康研究所 (NIOSH) 农业、林业和渔业中心 (AFF 中心) 合作启动了一个联合 YouTube 频道，以提高对农业、林业和渔业职业危害的认识；提供信息以预防 AFF 伤害和疾病；提高 AFF 中心的知名度和影响力；并建立一个可以被其他组织复制的协作模式。

方法：合作者试图建立一个具有高科学标准的结构化渠道。制定了政策、程序和标准审查程序。AFF 中心的代表协调了审查过程以及将视频上传到网站的程序。制定了营销计划，包括新闻稿和宣传新视频的想法。促销活动针对农业合作推广代理、教育者、生产者、所有者、经营者、急救人员、家庭和社区组织。使用 YouTube 指标跟踪收视率。

结果：该网站于 2013 年 11 月推出。在 6 年的时间里，该频道从 48 个视频增长到 125 个视频，累计观看时长超过 10,500 小时。该频道由 AFF 中心通过电子邮件、社交媒体、会议演示和外展展览进行宣传。该频道还在协调的国家外展活动期间进行宣传。

结论：每个 AFF 中心都受益于其内容曝光度的增加，并且合作提供了实现劳动效率的机会。YouTube 指标表明，协调营销可以增加观看次数、观看时间和订阅量。此外，该渠道的成功传达了具有共同使命的组织之间协作的好处。