Why Share of Voice Matters in the Social Media Landscape

Listen up, folks! In the Wild West of social media, it's not about being loud— it's about being heard. That's where social Share of Voice (SOV) comes in.

It's about owning your space in the social media landscape and making your voice heard above competitors. And, let's be real, who doesn't want that?

What is Share of Voice?

Ever wonder how much people are talking about your brand compared to your competitors? Share of Voice answers that question for you. It measures the slice of conversations about your brand, products, or services across news sites, blogs, forums, social media, and even offline media.

HubSpot’s formula for finding SOV is to “divide your brand’s measures by the total market’s measures.” Measures could be whatever metric you want to compare, such as impressions, mentions, or website clicks. Tools like Brandwatch and Talkwalker make tracking these metrics a breeze, helping you gauge your brand’s prominence in the industry and often doing this math for you.

Why Does Share of Voice Matter?

Why should you care about SOV? Simple. SOV is your brand's report card in social media and beyond. Here’s why a high SOV is a game-changer:

Gives you a clear picture of where your brand stands in the industry

By tracking the share of conversations about your brand, you can understand your position in the market. If your SOV is significantly higher than your competitors, it means you’re killing it in terms of brand awareness and influence. If it’s lower, well, it's time to crank up that marketing engine and make some noise.

Helps you spot gaps to capture more market share

Tracking your SOV lets you uncover opportunities to outshine your competitors. For example, if your competitors aren’t mentioned in connection with a hot trend or need, that’s your cue to swoop in.

Provides insights into brand awareness

To be part of the conversation, people must know who you are. So, SOV indicates how much brand awareness you have relative to your competition.

Delivers valuable feedback on your marketing strategies

By diving into trends and patterns in your SOV data, you can figure out what’s hitting the mark and what’s missing. A spike in SOV following a particular campaign tells you those tactics can be replicated to maintain or increase your brand’s visibility.

Clearly, SOV is a valuable metric to track. In the realm of social media, SOV is even more important. Platforms like Instagram and TikTok are where real-time conversations are happening. The fast-paced nature of social media provides immediate feedback, letting you quickly adapt.

Finally, if you think about brands that dominate SOV, they are the go-to mentions in their industry.For example, Duolingo is crushing it when it comes to language learning. At that level, you aren’t just part of the conversation – you’re setting the tone.

Increasing Social Share of Voice

Now, we know what you're thinking: "How do I increase my SOV?" Well, it's not rocket science. In fact, the best way to increase your share of voice is by following these social best practices.

Create purposeful content

If you want to create content that catches the eye and promotes interaction, your content should fall into one of three categories.

Entertaining content is like a good joke or an unexpected twist in a story— it grabs attention and makes people want to share it. People want to laugh, so catch their attention with a witty meme or a surprising plot twist in your next video.

Engaging content is like a lively conversation at a party— it invites your audience to join in. Polls, quizzes, or questions are great ways to get them talking and connecting.

Educational content is your chance to show off your smarts. Provide valuable info, handy tips, or insights to help your audience learn something new or solve a problem. How-to guides and infographics are a great place to start.

Get these right, and your audience won't scroll past—they'll stick around for more.

Be authentic and consistent

​​Audiences, especially the younger ones, can spot phony tactics a mile away. The key to reaching them? Being authentic. They want to know the real you, so don’t be afraid to share those real, behind-the-scenes moments and let your brand's personality shine through.

Adopt a more casual, conversational tone (while staying true to your brand's voice). Put yourself in your audience’s shoes. Make them feel like they’re connecting with a real person, not a faceless company.

Consistency is just as important. Regular posting keeps you top of mind and shows that you’re active and engaged. Make it a habit to show up regularly, and your audience will keep coming back for more.

Establish a consistent posting schedule—weekly, bi-weekly, or whatever works best for your brand. This consistent presence keeps your audience engaged and reinforces your brand's reliability and commitment.

Interact with your audience

Engaging with your audience is a must because social media is, after all, social. ​​According to The 2023 Sprout Social Index™, 51% of consumers say that the most memorable thing a brand can do is respond to customers on social media.

Responding to comments, answering questions, and acknowledging feedback shows your audience that you value their input and are actually listening. This back-and-forth builds a sense of community and makes your followers feel appreciated and involved. If a customer takes the time to share a photo with your product – don’t just like or react! Start a conversation about their experience.

Summing Up

Nailing these three things can seriously amp up your SOV and keep your brand on everyone’s radar. Achieving a high SOV isn't rocket science, but it does take some swagger and a solid strategy. These are the best practices to get you started. While elite-level SOV might take more effort, following these best practices ensures you have the highest baseline SOV.

Ultimately, SOV is like a badge of honor—proof that your brand is making waves in the social media ocean. So, go ahead, make some noise, and own that SOV!