SOV illustrates your place in the market. It puts all of your other social media metrics into context so you can understand where your brand stands.
Is your brand present in relevant product conversations? Do people consider your company a leader in the industry? If not, you might have a problem with your brand’s share of voice.
But here’s a crucial point: It’s not about dominating every job seekers data conversation. True SOV comes from strategically placing yourself in the discussions that resonate with your target audience and contribute meaningfully to an industry narrative. Think quality over quantity.
In this post, we explore this metric in depth and show you ways you can build up your share of voice on social media and other channels—the right way.
Bonus resource: Keep executives informed of the impact of your social strategy and position your brand’s share of voice with the right competitive context using Sprout’s social media scorecard template.
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Share of voice (SOV) is a measure of the market conversation your brand owns compared to your competitors. It measures your brand’s visibility and influence within industry conversations. The more market share you have, the greater popularity and authority you likely have among users and prospective customers. SOV isn’t a static metric; it’s constantly evolving alongside consumer interests and competitive dynamics.
While SOV sometimes refers to a brand’s share of paid advertising in a competitive marketplace, it also has a broader definition that can include various elements of digital marketing and advertising, including mentions on social media and traffic for certain keywords.