ABSTRACT
This chapter reviews the increasing availability of digital analytics and metrics and their value to media industries. It emphasizes the need of analytics content for the development of critical thinking skills among Journalism and Mass Communication (J&MC) students. The different features of digital analytics tools are compared, as are the use of relevant digital and social media metrics for assessing effectiveness across the J&MC curricula. Pedagogical techniques for using a service-learning approach to J&MC analytics courses are discussed, as are methods for integrating digital analytics and metrics into J&MC education.
