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Abstract

Using text mining and semantic network analysis, this study analyzed the job descriptions of 34,787 positions about media analytics from Indeed.com to compare how the in-person and remote jobs differ to inform educators about integrating analytics in the media and communications curriculum. We found that the in-person positions emphasized more on the skills of verbal, interpersonal, and organizational communication, whereas the remote positions asked more for written communication. While the in-person positions had higher expectations of using general data management and analysis tools, the remote positions emphasized more on the use of social media analytics and digital marketing tools.

Keywords

media analytics remote in-person semantic network analysis

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What Do Employers Expect for Jobs Requiring Media Analytics? A Semantic Network Analysis of Job Descriptions of In-Person and Remote Positions During the COVID-19 Pandemic

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