Westat's Digital Strategy Team on Online Influencer Engagement


PR News’ The Book of Social Media: Strategies & Tactics Vol. 2 includes an article co-authored by Amelia Burke-Garcia, Senior Director of Digital Media and Director of the Westat’s Center for Digital Strategy and Research, and Dasha Afanaseva, Digital and Social Media Specialist and Center researcher.

Reaching for the Stars: Successful Influencer Engagement on YouTube covers best practices for working with influential YouTube content creators on social marketing initiatives. The article provides guidance on identifying and reaching out to YouTube influencers, sustaining the relationships, working with the influencers to create engaging content, and monitoring and analyzing an influencer campaign’s success.

Print and digital copies of the full PR News volume are available for purchase.