Stakeholders’ Usage of a Publicly Available Collection of Agricultural Injury Reports from News Media: A Five-Year Analysis of Website Usage and Visitor Analytics (Preprint)
UNSTRUCTURED Agriculture, Fishing, and Forestry is the most dangerous occupation in the United States. AgInjuryNews.org is a news report-based online sentinel surveillance project that has collected news and media reports of agricultural injuries since early 2015. We aimed to provide a brief report on visitor acquisition, retention, and usage as well as monitor the efficacy of a Facebook.com social media marketing campaign. Since its inception, AgInjuryNews.org hosted 9,281 unique visitors. New users from major cities and areas housing agricultural research centers were most prominent with agricultural centers returning in larger numbers, comparatively. Users were acquired mostly through web searches, partnerships with other agencies, and paid Facebook.com advertisements. These paid advertisements recruited nearly 4000 new users, however retention and engagement was low. This analysis shows that AgInjuryNews.org is steadily growing and has further informed how to continue to recruit and engage new users.