Share of Voice
Your brand's proportion of total social media mentions or conversations compared to your competitors.
Share of voice (SOV) is a metric that measures how much of the total conversation in your industry or category your brand owns compared to competitors. It's calculated as: your brand mentions ÷ total mentions for the category × 100.
High share of voice correlates with market leadership and brand authority. In digital marketing, there's strong evidence that brands with disproportionately high SOV relative to market share tend to grow, while those with low SOV tend to decline.
Share of voice is typically measured using social listening tools (Brandwatch, Sprout Social, Mention) that track brand mentions across social platforms, forums, news sites, and blogs.
Related Terms
Social Listening
Monitoring social media channels for mentions of your brand, competitors, or relevant topics to gather insight and inform strategy.
Brand Awareness
The degree to which your target audience recognizes and remembers your brand on social media.
Analytics
Data and metrics that measure how your social media content is performing, including reach, engagement, and conversions.
Reach
The total number of unique people who saw your social media content during a given time period.
Frequently Asked Questions
- How do I increase share of voice?
- Create more content, participate in industry conversations, build partnerships that generate brand mentions, run PR campaigns, and invest in paid social to increase visibility. Monitor your SOV monthly to track whether strategic changes are working.
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