Audience and media analytics is more important now than ever, and this latest volume in the cutting-edge BEA Electronic Media Research Series collects some of the top scholars working with big data and analytics today. These chapters describe the development and help define media analytics as an academic discipline and professional practice. Understanding audiences is integral to creating and distributing media messages and the study of media analytics requires knowing a range of skills including research methods, the necessary tools available, familiarity with statistical procedures, and a mindset to provide insights and apply findings. This book summarizes the insights of analytics practitioners regarding the current state of legacy media analysis and social media analytics. Topics covered include the evolution of media technologies, the teaching of media measurement and analytics, the transition taking place in media research, and the use of media analytics to answer meaningful questions, drive content creation, and engage with audiences.

part I|2 pages

Media Analytics

chapter 1|15 pages

Media Analytics and Audiences

ByDon A. Grady

chapter 2|11 pages

The New Age of Media Analytics

ByLee Rainie

part II|2 pages

Curriculum and Instruction

chapter 3|10 pages

The Pioneers of Media Analytics in Higher Education

ByC. Ann Hollifield

chapter 4|15 pages

Cultivating Analytics Proficiency in Communication Undergraduates

A Sequence of Social Media Active Learning Experiences in an Applied Research Class
ByJennifer Robinette

chapter 5|14 pages

Equipping the Media Analytics Toolbox

A Study of the Skills Required for Entry and Mid-Level Media Analytics Jobs
ByKathleen Stansberry, Madison MacKenzie

chapter 6|18 pages

Integrating Digital Analytics across the Journalism and Mass Communication Curricula

Metrics, Tools, and Service Learning
ByMiao Guo

part III|2 pages

Applied Data-driven Decision Making in the Real World of Local Media

chapter 8|20 pages

Research Data in the Real World of Local Media

ByDon A. Grady

chapter 9|10 pages

Media Research in Transition

Applying Micro-Level Audience Data to Macro-Level Decision-Making
ByKathleen Stansberry

part IV|2 pages

Analysis and Interpretation

chapter 10|9 pages

Prevalence of Media Analytics Content in Accredited Colleges and Universities

ByJane O’Boyle, Amanda Sturgill

chapter 11|14 pages

Measurement Uncertainty in the Pursuit of Audience Engagement

ByJacob L. Nelson

chapter 12|22 pages

Engagement Metrics that Matter

ByDale Blasingame

chapter 13|12 pages

Winning over Fans

How Sports Teams Use Live-Tweeting to Maximize Engagement
ByBryan Anderson, Qian Xu

part V|2 pages

Media Analytics

chapter 15|5 pages

Learning about Audiences In-depth

225Complementing Analytics with other Research
ByAmanda Sturgill

chapter 16|11 pages

Using Analytics to Assess the AltGov vs. Official Government on Twitter

ByAndrew J. Scott

chapter 17|13 pages

Comparing Type 1 and Type 2 Diabetes Online Communities

A Natural Language Processing Study
ByRachyl E. Jackson

chapter 18|7 pages


A Content Analysis of Live Tweets of
This Is Us
ByMadeline Hagy, Ansley Hamilton, Caroline Miller