Successfully Changing the Landscape of Information Distribution: Extension Food Website Reaches People Locally and Globally

Abstract

The goal of the Food website was to develop Internet-based content that was relevant and reached the general public and multiplier groups, such as educators, health professionals, and media outlets. The purpose of this paper was to examine whether a multi-modal approach to information delivery through increases in and changes to content, electronic mailing list creation, and social media posting impacted user access, traffic channels, and referrals from 2010 to 2014. When comparing 2010-2011 versus 2013-2014, there was a 150% increase in total pageviews, 197% increase in unique pageviews, and a 39% increase in average time spent on a page. Since 2010, the website had over 5.2 million total pageviews, 3.1 million sessions, and 2.6 million users. In 2014, top social media referrals included Pinterest, Facebook, LinkedIn, and Twitter. Age of visitors ranged from 18 to 65+, with 45% being 18-34 years old. Approximately 70% were female. Visitors came from 229 countries/territories and 18,237 different cities. The website connects Nebraska and the world to the exciting food research and information generated at the University of Nebraska-Lincoln and is playing an increasingly important role in shaping the future of food in the local and global community.