Generally, there are four major areas to focus on when calculating share of voice:
Let’s zoom in on a crucial aspect of share of voice: social media. Your social media share of voice reflects consumer conversations across platforms, making it a valuable metric for understanding audience sentiment and brand perception.
Social listening tools simplify the process of tracking social media SOV by identifying all your brand or product mentions across platforms. Compare your brand’s performance to competitors to understand your position.
Sprout’s Listening tools help you visualize and analyze job seekers data this data, providing a breakdown based on engagements, impressions, unique authors and sentiment. You can also filter results by network, keywords and other criteria.
A competitive listening topic in Sprout Social, showcasing the share of voice breakdown between three universities.
Media share of voice
Media share of voice reveals which publications mention your brand, the context of those mentions, and your overall popularity among reputable sources.
By comparing your media SOV to your competitors, you can identify key publications for outreach and PR. This data can also inform your content strategy and help you tailor your messaging to resonate with specific media outlets.
While social listening tools like Sprout’s are excellent for tracking social media conversations, you’ll need specialized public relations and earned media software to effectively measure media share of voice. At Sprout, our social media team combines social media share of voice and media share of voice for a more accurate measure of our brand performance.