SOCIAL

SHARE
OF VOICE
What is social share of voice

Social share of voice is a way to measure how

much people are talking about your brand on
social media. It’s usually measured as a
percentage of total mentions within an industry
or among a defined group of competitors.
In other words, traditional share of voice tracks
what brands say about themselves, and social
share of voice tracks what people say about
brands.

You can also think of it as when social listening

meets competitive analysis.
 As brands find new channels and av
enues to promote their
products, there’s no shortage of da
ta to track and measure.
The sheer amount of performance
data available often leaves
marketers overwhelmed. Which m
etrics matter to you and
which ones should you focus on?

Share of voice (SOV) is a metric that

illustrates your place in
the market, making it a great place
to start. It puts all of your
other social media metrics into co
ntext so you can understand
where your brand stands.
 3
How is share of voice
calculated in social media?

Share of voice = Your brand metrics / Total

market metrics

The same share of voice formula applies across

all marketing channels with slight variations on
the specific metrics. For example, while you
track brand mentions for social SOV, link clicks
will determine organic search SOV.
 1 3

Share of voice (SOV) measures your brand’s visibility across different marketing channels against your
competitors. It gives you an overview of your brand’s position in the whole market.

You can use this metric to calculate the percentage of a brand’s visibility regarding:

Volume of mentions
Pay per click (PPC)
PR
SEO
Social media
By tracking these metrics over time, companies can see how their SOV is changing and what steps they
need to take to improve their position in the market.