Social MediaBrand

What is Social Share of Voice?

Social Share of Voice measures how much a brand is mentioned compared to competitors across social platforms. It helps evaluate brand visibility and market presence.

Full FormSocial Share of Voice
CategorySocial Media, Brand
UnitPercentage (%)
Higher IsBetter
FORMULA

How to Calculate Social Share of Voice

Social Share of Voice measures how often a brand is mentioned compared to competitors, helping understand brand visibility in online conversations. A higher share of voice means stronger market presence, making it useful for competitive analysis. It supports brand monitoring and positioning.

Social Share of Voice Formula
Social Share of Voice=
Brand Mentions
Total Market Mentions
× 100

Simple Example

If your brand had 3,200 mentions while competitors had 6,800 total mentions:

Social Share of Voice = (3,200 ÷ 6,800) × 100 = 47%
3,200
Mentions
Market
6,800
47%
SOV

Marketing Platforms that supports Social Share of Voice

These platforms provide the data needed to measure or calculate Social Share of Voice in Two Minute Reports.

Instagram Insights

Instagram Insights

Social Media
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Facebook Insights

Facebook Insights

Social Media
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LinkedIn Pages

LinkedIn Pages

Social Media
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Twitter Ads

Twitter Ads

Advertising (PPC)
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Frequently Asked Questions

Social Share of Voice (SSoV) measures your brand's visibility in social conversations compared to competitors, expressed as a percentage of total market conversation. Calculate it by dividing your brand mentions by total mentions of all competitors, multiplied by 100. If your brand has 1,000 mentions and competitors collectively have 9,000, your SSoV is 10%. This metric reveals brand awareness, competitive positioning, campaign effectiveness, and market presence. Higher SSoV indicates stronger brand visibility and conversation dominance. Unlike traditional share of voice based on ad spend, social share of voice captures organic conversations, sentiment, and genuine brand interest across social platforms.
Social Share of Voice measures conversation volume and brand mentions, while market share measures actual sales or revenue percentage. SSoV indicates brand awareness, visibility, and mindshare—how much people talk about your brand versus competitors. Market share reflects actual purchasing behavior and business results. SSoV often predicts future market share—brands gaining conversation share typically see market share growth follow. A brand might have 30% SSoV but only 15% market share, suggesting strong awareness that hasn't fully converted to sales yet. Conversely, established brands sometimes have higher market share than SSoV as loyal customers buy without creating social conversations. Monitor both to understand brand trajectory.
Good Social Share of Voice depends on market position and competitive landscape. Market leaders often command 30-50%+ share of voice in their category. Established competitors typically range 15-30%. Emerging brands might see 5-15% as they build awareness. In highly fragmented markets, even 10% SSoV can be significant. More important than absolute percentage is trend direction—growing share indicates increasing relevance. Also consider sentiment alongside volume—lower SSoV with overwhelmingly positive sentiment can be more valuable than high SSoV with negative conversations. Compare your SSoV to actual market share; if SSoV exceeds market share, awareness is building and may translate to future growth.
Increasing Social Share of Voice requires boosting brand conversations across social platforms. Create newsworthy, shareable content that sparks discussions and mentions. Launch creative campaigns with unique hashtags that generate buzz. Engage industry influencers and advocates who amplify your message. Respond quickly to trends and real-time events with relevant brand commentary. Build strong community management that encourages conversation and user-generated content. Host events, contests, or challenges that get people talking. Address customer service issues publicly and excellently, turning detractors into advocates. Partner with complementary brands for cross-promotion. Focus on thought leadership through valuable insights that people want to share and discuss. Monitor brand mentions and engage in relevant conversations to increase visibility.