Share of Voice (SOV)

Share of Voice (SOV) concept

What is the Share of Voice (SOV)?

The Share of Voice (SOV) is a concept that is used to talk about the level of participation that a company, a brand or a person has within a specific channel. Is a metric that indicates the relevance of an actor in any specific field within the online environment And that must be taken into account to know its level of influence and its possibilities when developing a marketing campaign.

Inside of the digital marketingAt the same time, it is a percentage that measures the participation rate of an advertiser in a specific market during a specific period of time. It is usually measured especially in social networks, where influence is measured based on comments and interactions with other users, at the same time on the impact they offer.

However, it is a definition that can also be extended outside the online field, despite being very important within Social Media Marketing. In short, it is nothing more than a indicator with which the presence of a brand is measured (as long as we speak from a marketing perspective) and, therefore, helps to know its degree of influence and its conversion capacity. Being more or less important in a certain sector is something that reveals the Share of Voice index.

What is the Share of Voice or SOV for?

The Share of Voice is used to measure the degree of influence and participation of any agent within a pre-established environment and time. By offering this indicator, it helps to know which are the most relevant and most involved figures within a given sector, so it can be of great advantage when measuring the effectiveness of a campaign (at the impact level), as well as to find influential and interesting figures.

When looking to develop a campaign, it is a good way to measure effectiveness based on the conversations around what you want to promote. If a high index is achieved, it is assumed that the desired impact has been achieved; In spite of everything, not every opinion is positive, and it is also something to value.

SOV (Share of Voice) Examples

Let's suppose that, after an error in an important web page, from NeoAttack we launch a quick campaign on social networks to make our web design services. By measuring the period of time from when the error is discovered until it is repaired and the number of conversations in which our service is discussed, we could measure the SOV.

For example, if out of a total of 100,000 conversations in this regard, 20,000 revolve around our agency and its service, we would obtain a Share of Voice of 20%, something quite high.