This presentation outlines: --Understanding why analytics can be a tool for reporters and editors --Which metrics matter most? --What are key practices for writing headlines that speak to online readers Jennifer MacMillan, social media editor at CBC Nova Scotia, prepared it for Halifax NewsTrain on May 6-7, 2016. It is accompanied by her handout, "Putting Audience Analytics to Work." NewsTrain is a training initiative of Associated Press Media Editors (APME). More info: http://bit.ly/NewsTrain