What does “Share of Voice (SOV)” mean in the context of social media?

Share of Voice (SOV) is a marketing metric used to measure a brand's visibility and presence in social media conversations, compared to its competitors. It quantifies the proportion of the total mentions, interactions, or engagement a brand generates within a specific industry or market. A higher SOV indicates that the brand is capturing more attention and conversation, which can lead to better brand awareness and customer recall.

In the context of social media, SOV is calculated by monitoring mentions of a brand across various platforms, including posts, tweets, hashtags, and comments, and then comparing that data to other competing brands.

Example

After launching our new campaign, we saw a significant increase in our SOV, capturing 30% of all conversations in the industry. #ShareOfVoice #BrandAwareness

What are ways to track and improve your Share of Voice on social media?

To track SOV, use social listening tools to monitor mentions of your brand, competitors, and relevant industry keywords. By analyzing the volume of engagement and content shared, you can assess your share in the overall conversation.

To improve your SOV, focus on increasing brand engagement, running effective campaigns, using targeted hashtags, and collaborating with influencers to ensure that your brand’s voice is louder than competitors. Consistent and high-quality content is key to standing out.

Pro Tip

If you’re aiming to improve your SOV, regularly track your share in relation to competitors and adjust your strategy to focus on high-impact, trending topics and conversations. Be proactive in creating engaging content that encourages sharing and interactions.

Related Terms

Brand Awareness, Social Listening, Engagement, Market Share, Brand Positioning