In online marketing, you track a multitude of data points to determine whether your campaign was a success or a flop. When you use search engine optimization (SEO) techniques to increase online brand visibility, you can track progress by analyzing your position on the search engine results page (SERP). If you spend the bulk of your time optimizing for paid advertising, you trace your profit margins through ROI measurements. However, there is another metric that should be considered, and this benchmark often tells you a lot about how popular your brand is and the accessibility of your marketing plan.
Share of Voice (SOV) is this important data point – it tracks the number of times your brand is mentioned in relevant conversations. This might seem difficult to understand, especially if your product or service exists in a cluttered and competitive niche. But SOV can be tracked effectively online, especially across social media platforms like Facebook, Twitter and LinkedIn.
The popular social platforms have unique search options that help you discover the number of users talking about your brand and how many times prospective leads talk about other brands. This analysis puts into greater perspective the SOV your brand has, and allows you to implement strategies to increase conversation about your company.