SOV (Share of voice)

Share of voice (SOV) is a metric used to measure the relative presence of a brand or company in a particular market or industry.

Specifically, it measures the percentage of online conversations, mentions, or other forms of engagement that a brand receives compared to its competitors.

In the context of digital marketing, SOV is often used to evaluate the effectiveness of a brand’s social media strategy. By measuring how much of the conversation in a particular space or niche is centered around their brand, companies can better understand their competitive position and identify opportunities to improve their online presence.

SOV is calculated by dividing a brand’s total number of mentions, impressions, or engagements by the total number of mentions, impressions, or engagements for all brands in a given market or industry. This gives a percentage that represents the brand’s share of the overall conversation.

SOV can also be broken down by specific channels, such as social media platforms or news outlets, to gain a more granular understanding of a brand’s online presence. By monitoring SOV over time, companies can track changes in their competitive position and adjust their strategies accordingly.

Overall, SOV is an important metric for evaluating the effectiveness of a brand’s digital marketing efforts and can provide valuable insights into their competitive position in a particular market or industry.