What is Share of Voice? On social, some brands look at share of voice as the amount of social media messages shared about your brand, in relation to all of your competitors. All of the major social networks have millions of active users sharing content, engaging and browsing them every day. By sharing tips, news and other content about your industry, people will start to seek more of that type of content from you, and share it as well. Not only will it help keep you organized, but it increases your brand’s share of voice since there are more conversations and mentions of your brand on social.
Is your brand seen as a leader in your industry? When people talk about the type of products you sell, does your company come up in the conversation? If the answer to either of those questions is no, then you might have issues with your brand’s share of voice.
With social media becoming increasingly competitive, capturing and retaining your audience’s attention is more difficult than ever. Not only that, it’s a struggle for some brands to even be heard when over 52 million photos are shared a day on Instagram and more than 7,000 Tweets are sent every second. When you throw in decreased organic reach for brands on networks like Facebook, the challenge becomes even clearer.
So with all of this against you, what can your brand do to get more visibility and capture your audience’s attention? Read on to learn how to increase your share of voice on social media.
What is Share of Voice?
Share of voice measures the amount of the conversation your brand owns with your target audience compared to your competitors. It’s kind of a tricky metric since not every brand measures it exactly the same. On social, some brands look at share of voice as the amount of social media messages shared about your brand, in relation to all of your competitors.
But you can also look at share of voice around a specific keyword or hashtag. For instance, a hotel chain might measure what percentage of social media messages involving the keyword “hotels” that contain its brand name compared to the percentage that mention competitors. Ideally, the hotel chain would want to have a larger share of voice for hotel-related keywords than its competitors because it’s a sign that consumers are more aware of them than competitors.
Traditionally, share of voice is referenced in regards to paid advertising. With paid ads, share of voice represents your brand’s share of ad space compared to the total amount available. Or in simple terms:
For the purposes of this article, we’re going focus on share of voice on social media.
How to Increase Your Share of Voice on Social Media
Now that you understand what share of voice is, how do you improve it? Here are six tactics you can use to increase your brand’s share of voice on social media:
1. Always Be Active (ABA)
In order to be heard on social media, you need to be active. There’s no way around it.
If you only Tweet once a day or post to Instagram once a week, you’re going to get overlooked and forgotten. All of the major social networks have millions of active users sharing content, engaging and browsing them every day. Your brand has to compete with all of that and cut through the noise. The only way to do that is to be active on a consistent basis.
Start by creating a social media calendar that outlines all of your planned content for the month. You don’t have to include every single post you plan to make. The goal is to schedule content that needs to go out on specific dates (campaigns or special holidays) as well as content curated from your own site.
This will allow you to fill content gaps and give you the ability to share content around the clock. The last thing you want is for your audience to go long periods of time without hearing from you. Because even if you aren’t posting, there’s a strong chance one of your competitors is, which gives them more room to grow their share of voice.
2. Engage, Don’t Broadcast
Being active doesn’t mean you should just make a bunch of promotional posts every day. A common misconception for brands is that social media is just a content distribution channel. That’s far from the case.
Social media is an opportunity to engage and interact with your audience. Consumers know this, but it sometimes gets lost among brands. As a result, there’s often a disconnect between brand activity and consumer expectations. For instance, one of our surveys found that 89% of messages to brands go completely ignored. And when brands actually respond, they aren’t doing it as quickly as consumers expect.
So how does this relate back to your brand’s share of voice?
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