Social Share of Voice: What it Means and How to Get More of It

Social Share of Voice: What it Means and How to Get More of It

Social share of voice measures brand exposure based on social media conversation. In other words, traditional share of voice tracks what brands say, and social share of voice tracks what people say about brands. Read on to learn: Why you should start tracking social share of voice How and what metrics to track How to increase your share of voice on social media Why you need to start tracking social share of voice If your brand doesn’t track social share of voice yet, but still has plans to climb the social ladder (so to speak), here’s what you’re missing out on: Competitive advantage Social share of voice doesn’t just track what people say about your business, it tracks what people say about your competitors, too. Campaign effectiveness Regular tracking of social share of voice allows you to assess the success of social campaigns. How to track your share of voice on social media The easiest way to calculate your brand’s social share of voice is with a social media analytics tool, such as Hootsuite Insights. It’s also important to analyze social share of voice by sentiment and topic. This video shows how Hootsuite Insights can help you track your brand’s social share of voice. 5 ways to increase your share of voice on social media Once you have a full picture of your brand’s share of the competitive social landscape, you can better strategize and allocate your social resources. Customers will be more likely to reach out and engage if they know someone is there. Create shareable content Another good way to increase social share of voice is to post content that people will want to share.

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social share of voice
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Social share of voice measures brand exposure based on social media conversation. It’s usually measured as a percentage of total mentions within an industry or among a defined group of competitors.

It’s what’s determined when social listening meets competitive analysis.

When it comes to legacy media, share of voice measures the level of visibility advertisers own compared to their competitors. In other words, traditional share of voice tracks what brands say, and social share of voice tracks what people say about brands.

share of voice pie chart

Read on to learn:

  • Why you should start tracking social share of voice
  • How and what metrics to track
  • How to increase your share of voice on social media

Why you need to start tracking social share of voice

If your brand doesn’t track social share of voice yet, but still has plans to climb the social ladder (so to speak), here’s what you’re missing out on:

Competitive advantage

Social share of voice doesn’t just track what people say about your business, it tracks what people say about your competitors, too. Having a big picture overview of the competitive landscape and market sentiment can give your brand an edge.

Social budgeting

If you own conversation on Twitter but are underrepresented on Facebook, you’ll know where you should prioritize your social dollars and resources.

Campaign effectiveness

Regular tracking of social share of voice allows you to assess the success of social campaigns. If your share increases after running a campaign, your campaign likely hit the right mark with your audience.

Customer engagement

Show customers you’re listening to them. Insights drawn from sentiment or topic analysis can help inform your brand’s voice, engagement plan, and content.

How to track your share of voice on social media

The easiest way to calculate your brand’s social share of voice is with a social media analytics tool, such as Hootsuite Insights.

Social share of voice can be tallied manually, but the process of collecting your brand and competitor’s social mentions can be cumbersome.

The basic formula for calculating social share of voice

The basic formula is as follows:

Total industry mentions / your brand mentions *100 = social share of voice

Segmenting mentions

Once you have a dataset of all industry mentions, try segmenting it to get unique insights. For instance, you could segment mentions by location to see how your brand stacks up against competitors in different regions.

You may also choose to apply other demographic filters, such as gender, age, or occupation. This can help you see if you have a larger social share of voice among one particular gender or age group, which could be a unique advantage against your competitors.

It’s also important to analyze social share of voice by sentiment and topic. Your brand may have a high social share of voice, but if people aren’t saying good things, you’ll want to address that.

This video shows how Hootsuite Insights can help you track your brand’s social share of voice.

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