One of the ways brands measure their social media presence and gauge their visibility online is Share of Voice. It's one of the most important metrics in social media marketing. It helps businesses understand how well they are performing in comparison with their competitors. If you want to know how you can use Share of Voice so that you never miss out on any important insights, we'll be sharing with you the social metrics you should be focusing on, ways to measure them and tell you how your business can use it effectively.
Measuring Share of Voice
If you do a quick search on Google on how brands can measure their Share of Voice, you will see a lot of articles telling you how to do it. Some will recommend tracking the brand mentions manually on all social media channels while some will even give you a formula on how you can calculate to measure the effectiveness of your campaigns. In reality, neither of these options are the best way to do it.
When it comes to measuring your social media metrics online, it should be something that you and your dedicated team can sustain for a long time. For instance, you can invest in social media management tools that can track mentions of your brand across multiple platforms. Doing that will be far more efficient in the long run. Not only it will help you see all your brand mentions in one place, but you can also compare your data with the data of your other competitors.
Using Share of Voice
Share of Voice, or SOV for short, can show how large or small the impact you're making in the social media scene. Here's how you make use of this metric:
- You can evaluate brand awareness and brand recognition.
- You can calculate Share of Voice for competitive research.
- You can measure how effective your campaigns are and will be.
Growing Your Share of Voice
The goal of every social media marketer is to get brands noticed by the right people online. Having a strong social media presence is critical for increasing your Share of Voice. Here are few strategies that will help you to achieve just that:
1. Stay Active and Be Consistent
If your social media content is lackluster or inconsistent, it can sabotage the growth of your business. So, if you want to people to notice and keep talking about your brand online, you need to be active and consistent with your output. But how do you get the right people to hear you and how often should you post on social media channels to stay relevant?
We know that it's hard to find the right posting frequency because not all social media platforms are the same. To strike a balance, you must learn about your audience demographics (of your chosen platform, of course) to avoid getting blocked and unfollowed.
Let's say you plan to post Facebook once a week. It's likely that those updates will not get as much engagement or worse, will get overlooked by your followers. This happens if a social media marketer planning the scheduled posts does not have any idea about their audience and online behavior. There are millions of active users sharing and uploading content to Facebook. If you allow something like that to happen, your post will just drown in the sea of information. Make sure to do your research to maximize your social media efforts.
To give you some direction, here’s an example of a good social sharing frequency:
2. Produce Shareable Content
It's a challenge for many to continuously produce interesting, meaningful content for their audience. Social media marketers have to know the ideas that will work for their target market and what will not. They also have to ensure that the content they put out on their channels out is something that their audience would want to consume and share to other people.
To determine whether a content is good and share-worthy, here are five questions to ask before hitting that publish button according to Altitude Marketing:
- Who is your content intended for? It's imperative to learn what your prospects are looking for so you can offer them solutions and tailor the content to their needs.
- Does it offer a solution? Addressing the issues your prospects have not yet encountered will keep you ahead of the game. You need to provide your prospects solutions to possible problems they might have with your product or service.
- Is it timely? Keeping your content timely and relevant will make people look to you as a trusted source. This puts your brand in a good position to become a leader in your industry. That's exactly how you increase your Share of Voice on social media.
- Is it engaging? For a content to be engaging, it needs to be thought-provoking, human and relatable. No one wants to read a piece of article that looks like it was produced by an automated software.
- Is it customer-focused? Content published should not only benefit you but also your customers. You can try producing an infographic, article or even a video that would help educate your audience online.
3. Delight Your Customers
When you deliver excellent customer service through social media, not only do you convert your clients to loyal customers, but you also make them happy enough to create satisfaction-driven content. They are usually in the form of online ratings and product reviews. It's essentially free marketing for your business. This is because smart buyers nowadays look up customer reviews online to hear what other people have to say before buying that product. In fact, 77% of them spend their time online doing just that.
You can also delight your customers by engaging with them in helpful ways. Tune in to their conversations on social media channels. A social media monitoring tool will allow you to check and track all brand mention across networks. From there, you will be able to see discussions and exchanges among your fans and followers, know what they say about your brand and make improvements if necessary.
How does this relate to Share of Voice?
It translates to positive conversations for your brand. When people are happy with your service, there's a good chance they'll be sharing their experience on their social media channels improving your likability as a brand and have a better Share of Voice online.
4. Respond to Feedback
Make sure that you let your customers know that you are listening to them by responding to their feedback. You can simply do this by acknowledging their concerns or praises online. Thank your fans for their kind words when they recommend you. Lend an ear when they voice out their negative opinions or criticisms about your brand. It's as simple as that.
If you don't know how to respond to negative feedback on your social media pages, you can learn from social media marketer Mandi Gould on how to react and deal with them properly.
You can keep track of all the conversations about your brand by building complex monitors using a social media management platform. This tracks the hashtags and phrases for your brand globally or your network specifically. You can do so many things, especially with the configuration options because it gives the users complete control of how searches will be conducted.
5. Build an Online Community
Last but not the least, focus on having your own community online. When strengthening your Share of Voice, it's important to join in existing conversations. However, if you really want to be regarded as a leader in your industry, you have to take the lead. and start the conversations. Find topics that are relevant to your audience. Find new updates and spark a discussion among your fans and followers. Look for something that will surely pique their interests otherwise they won't be compelled enough to join in the talk.
If you want to know more how you can build your own online community, here are tips from experts you can follow to strengthen your Share of Voice.