Benefits of using social media analytics for teaching and learning Performance measurements for each video Each video published on YouTube is tracked across at least 60 metrics. These metrics can be invaluable to educators in determining the success and impact of their educational content. This level of quantitative and qualitative measurement is helpful in improving one’s educational content (Baron 2023) as YouTube recommends videos that are well received by the community Bendersky et.al. 2014). Quantitative metrics can be used for comparing videos. SMA provide educators with metrics to compare each of their videos and also compare their content to that of others, to determine which videos are more effective. Metrics also provide the educator with tangible measures as to what parts of their videos are watched the most. This provides the educator with important data regarding what the community/ students preferred. Evidence-based impact Measuring excellent teaching is complex. Since impact is an acceptable measure for teaching, using social media analytics as an additional metric to measure teaching excellence provides further support to my premise that good teaching can be measured and compared using SMA (Baron 2022). Public review Uploading one’s teaching videos only onto the university platform for a small group of students precludes the option of public review. Peer review is a necessary part of academic improvement and public sharing provides this avenue. Some educators may think YouTube is an informal space aimed at laypeople, this assumption should not be supported since there has been a professionalisation of YouTube as audiences mature and their expectations increase. One should not assume that since the videos are aimed at students that only students are watching. Viewers often provide extensive critical commentary on videos which can be helpful to educators wishing to make a greater impact and improve their educational content. For teachers, this is important as students in a classroom rarely provide comments about their lectures directly to the lecturers. Funding Educators can realise funding from YouTube and also achieve industrial partnerships with interested companies. 1. 4. 2. 3. 5. Teaching Innovation for the 21st Century | Showcasing UJ Teaching Innovation Projects 2022 15
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