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What are social media KPIs I should be tracking?

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As a social media marketing manager, one of the central components of your strategy is going to focus on monitoring specific key performance indicators (KPIs). Understanding and accurately tracking these KPIs can greatly impact your brand's social media presence and overall marketing success. It's crucial to identify which metrics are most relevant for your brand's goals and objectives. Moreover, the rise of Employee Advocacy programs has opened an innovative, yet often overlooked avenue to greatly leverage these KPIs and improve your brand's performance. 

Firstly, let's discuss Reach and Engagement, two fundamental social media KPIs. The reach is the total number of people that see your content, while engagement measures how your audience interacts with your content. Engagement can be in the form of likes, shares, comments, retweets, or saves. Higher engagement rate often signifies strong content relevance and effective audience connection. However, through Employee Advocacy, wherein employees share and promote the company's content, brands can significantly boost their reach and engagement numbers. Empowering employees to be brand ambassadors can generate more organic traction, as content shared by employees tend to be perceived as more trustworthy by potential customers.

Another essential KPI is Traffic, specifically, the number of visitors directed to your website from social media platforms. This metric showcases how well your social media content sparks interest and motivates users to learn more about your brand or product. With Employee Advocacy, traffic is likely to increase. Since the content shared by employees often taps into a different network of audiences, the potential of driving more visitors to your website significantly increases. 

Furthermore, social media managers must track brand's Conversion Rate. Conversions represent the percentage of audience that completes a desired action, like making a purchase or subscribing to a newsletter, indicating the success of your call-to-action prompts. Employee Advocacy can also influence this KPI; friends and family are more likely to trust and engage with content shared by people they know personally, therefore, increasing the chances of conversion.

The Sentiment is another essential KPI that brands should monitor. This refers to the public opinion towards your brand as reflected in comments, shares, likes and replies. Comprehending the sentiment can help brands predict customer behavior, modulate crisis, and maintain brand reputation. With Employee Advocacy in play, boosting sentiment can be more effective as the messages coming from familiar faces are deemed more trustworthy, driving positive brand perceptions.

Lastly, Employee Advocacy can lead to another vital KPI - the Employee Engagement Rate. By implementing an Employee Advocacy program, you can monitor how active and engaged employees are in sharing and promoting brand content. A higher rate usually indicates a happy, satisfied bunch of brand advocates which subsequently drives better overall company performance.

In conclusion, understanding and tracking KPIs is crucial to creating effective social media marketing strategies. Embracing Employee Advocacy within these strategies can only serve to enhance KPIs, increase reach and engagement, drive more traffic, boost conversions, amplify positive sentiments, and foster a highly engaged workforce.