ABSTRACT

Purpose: Agriculture, Fishing, and Forestry (AFF) is the most dangerous occupation in the United States with 22.8 fatalities per 100,000 workers and a youth fatality rate of 28.21 per 100,000 workers as of 2017. As of 2015, the US Bureau of Labor Statistics’ (BLS) discontinued its Census of Fatal Occupational Injuries (CFOI), leaving an absence of a nationally representative agricultural injury surveillance system. AgInjuryNews.org aims to fill this gap in AFF injury surveillance through news media reports. In addition to multiple peer-reviewed publications, a 3-week advertising campaign on Facebook.com was undertaken. This project investigates and discusses these methods of implementation, dissemination, and diffusion throughout the agricultural safety and health discipline.

Methods: User data were extracted via Google Analytics from January 27, 2015 to October 1, 2019. Advertising campaign effectiveness was determined through Facebook and Twitter integrated analytics. Tweets from October 1, 2018 to October 1, 2019 were coded into themes and categories and analyzed. Retention is defined as the ratio of returning users to total users and is discussed via common behavioral metrics.

Results/Findings: The majority of users were from major US metropolitan areas and areas home to large agricultural research centers. High retention was found in users from areas with a high AFF population and the presence of National Institute of Occupational Safety and Health (NIOSH) agriculture centers. Users from universities and professional agriculture safety and health networks stayed on the site longer and had a lower bounce rate than those from social media. Facebook advertising attracted many new visitors but had poor retention and visit duration. Twitter posts with direct referrals and mentions yielded the highest engagement rate, while article links yielded the most impressions.

Practical Application: The AgInjuryNews.org database can be useful to AFF professionals, and its continued growth better enables more informed decision-making and research activities. These findings better inform the methods and channels to use when disseminating AFF safety and health information. Results from this project indicate that Facebook and Twitter can be useful platforms for outreach, but strategies that specifically target agricultural safety and health stakeholders still need refinement.

摘要

目的：农业，渔业和林业（AFF）是美国最危险的职业，截至2017年，每100,000名工人中有22.8人死亡，青年死亡率为每100,000名工人中28.21人。 '（BLS）终止了致命职业伤害调查（CFOI），从而缺少了具有全国代表性的农业伤害监视系统。AgInjuryNews.org旨在通过新闻媒体报道填补AFF伤害监测中的这一空白。除了多个同行评审的出版物之外，还在Facebook.com上进行了为期3周的广告宣传活动。该项目调查并讨论了在整个农业安全与卫生学科中实施，传播和传播的这些方法。

方法：从2015年1月27日至2019年10月1日，通过Google Analytics（分析）提取用户数据。通过Facebook和Twitter集成分析确定广告活动的有效性。将2018年10月1日至2019年10月1日的推文编码为主题和类别并进行了分析。保留率定义为回访用户与总用户的比例，并通过常见的行为指标进行讨论。

结果/发现：多数用户来自美国主要大都市地区以及大型农业研究中心所在地。在来自AFF人口较高的地区以及国家职业安全与健康研究所（NIOSH）农业中心的用户中发现了较高的保留率。与社交媒体相比，来自大学和专业农业安全与卫生网络的用户在网站上停留的时间更长，跳出率也更低。Facebook广告吸引了许多新访问者，但保留率和访问时间都很差。在Twitter上直接推荐和提及的帖子的参与率最高，而文章链接的印象最多。

实际应用：AgInjuryNews.org数据库对AFF专业人士可能有用，并且其持续增长更好地实现了更明智的决策和研究活动。这些发现可以更好地告知传播AFF安全和健康信息的方法和渠道。该项目的结果表明，Facebook和Twitter可以成为推广活动的有用平台，但是专门针对农业安全和卫生利益相关者的战略仍需改进。