Title

Teaching Digital and Social Media Analytics: Exploring Best Practices and Future Implications for Public Relations Pedagogy

School/Department

School of Fine Arts and Communication

Publication Date

Fall 2018

Abstract

One of the growing areas within public relations is digital and social media analytics. Teaching the use of analytics to communication students is not new, but studying what is being taught is almost non-existent. The public relations research literature has supported exploring the value of data analysis to gain audience insights, to measure communication strategies, and to evaluate campaign efforts. The purpose of this study is to explore the ways in which faculty are teaching social media analytics. Two content analyses were conducted to explore trends of digital and social media analytics training. Authors analyzed related course syllabi and a Twitter chat on the subject sponsored by the AEJMC PR Division and PRSA Educators Academy. Findings and future implications in teaching digital and social media analytics for educators and public relations practitioners are discussed.

Keywords

Social media in education;

Publication Title

Journal of Public Relations Education

Volume

4

Issue

2

First Page

51

Last Page

86

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