Understanding share of voice
Understanding share of voice: how your slice of the conversation is measured against your rivals, as a percentage.
What share of voice is
Share of voice is your slice of the conversation. For a given source, it's how much of the brand mentions belong to you versus your rivals. A 40% share means that, of all the mentions across you and those rivals, four in ten were about you. Brands on your watchlist are not part of the split: measuring where a brand shows up off-site is exactly what the watchlist does not buy, so counting them would change your percentage without any measurement behind it.
Why it's more useful than a raw count
Ten mentions sounds good, until a competitor has a hundred. Share of voice puts your presence in context, so you can see whether you're leading or trailing in each place.
How to use it
- Compare share of voice across sources to find where you're strongest and weakest.
- Watch it over time to see whether your efforts are moving the needle (see The project overview dashboard).
- A low share on a source that matters to your audience is a focused place to invest.
It's drawn from the same data as off-site presence.