ABSTRACT
This chapter reviews the development of media research and analytics by key figures in the Broadcast Education Association (BEA), and introduces the chapters that follow pertinent to this topic. This section focuses on teaching traditional media measurements and social media analytics. It considers the development of courses (knowledge and skills), introduces core analytics concepts, the selection and use of various media platforms, analytics tools, dashboards and statistical packages, the value and selection of metrics and performance indicators that address audience engagement, and the use of metrics to guide content and storytelling.
