Share Of Voice Guide: Calculation, Tools, And Best Practices

Share of voice (SOV) measures how much your brand dominates media coverage and public conversations compared to competitors. For PR professionals and marketers, tracking SOV provides clear metrics to demonstrate campaign impact and identify opportunities for increased visibility. According to a 2023 Meltwater report, companies that actively monitor and optimize their SOV see an average 23% increase in positive brand mentions over 12 months. This comprehensive guide will walk through the tools, techniques, and strategies needed to measure, analyze, and improve your brand’s share of voice across media channels.

What is Share of Voice in PR?

Share of voice calculates the percentage of media coverage and conversations your brand owns within your industry or market segment. This metric spans traditional news outlets, social media platforms, blogs, forums, and other digital channels where brand discussions occur. PR teams use SOV to benchmark performance against competitors and track the success of communication strategies over time.

The basic SOV formula divides your brand’s total mentions by the total industry mentions and multiplies by 100. However, modern SOV analysis goes beyond raw mention counts to examine factors like sentiment, reach, and engagement. A 2024 Cision study found that brands incorporating these qualitative metrics into SOV calculations make more informed PR decisions.

Tools for Measuring Share of Voice

Several media monitoring and analytics platforms provide automated SOV tracking capabilities. Here are the leading tools PR teams use:

Brand24 offers real-time social media monitoring with sentiment analysis starting at $99/month. The platform tracks mentions across Twitter, Facebook, Instagram, Reddit, and other social channels. Its AI filtering removes spam and bot activity that could skew SOV calculations.

Cision provides comprehensive media coverage tracking through its database of 1 million+ journalists and outlets. The platform’s Impact Ratings assess mention quality based on factors like publication authority and audience reach. Custom pricing includes access to journalist contact information for proactive pitching.

Meltwater monitors 300,000+ global news sources and social platforms. Its AI-powered anomaly detection alerts PR teams to sudden changes in mention volume or sentiment. The platform’s geographic analysis helps identify regional SOV variations requiring targeted PR efforts.

Prowly combines media monitoring with CRM integration, enabling teams to connect SOV metrics to business outcomes. The platform’s automated reports visualize SOV trends alongside web traffic and other KPIs.

Calculating Share of Voice Accurately

To measure SOV effectively, follow these key steps:

First, define your competitive set by identifying direct competitors and industry leaders who shape market conversations. Update this list quarterly to include new entrants. According to PanBlast PR research, outdated competitor lists are a leading cause of inaccurate SOV analysis.

Next, establish consistent tracking parameters across all measurement tools. This includes date ranges, geographic regions, and media channel categories. Document any filters applied to exclude irrelevant mentions or spam.

Calculate your base SOV using the standard formula: (Brand Mentions ÷ Total Industry Mentions) × 100. Then layer in quality metrics like:

• Sentiment scores (positive, neutral, negative)
• Reach metrics (potential impressions, audience size)
• Engagement data (shares, comments, link clicks)
• Source authority rankings

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