6 Ways to Measure Twitter Share of Voice Beyond Brand Mentions
Share of voice is one of the most commonly used metrics for measuring social media performance, but are you really getting the full picture? There’s more to it than just brand mentions.
There are ways to take share of voice a step beyond brand mentions to measure not just how much share of voice your brand has, but how different types of conversation impact your brand, relative to your competitors.
With data from Simply Measured’s industry-leading social media reports, we’ll look at ways you can get beyond brand mentions to measure how share of voice impacts brand perceptions, regional markets, site traffic, and more.
1. Measure Keyword Share of Voice
Measuring your brand’s share of voice against specific keywords can provide context for how users discuss your brand compared to your competitors.
Depending on the keywords being compared, you can gain insights related to specific product categories, or brand attributes. This data is particularly useful for measuring the performance of initiatives aimed at building product awareness or shifting consumer perceptions of your brand.
2. Segment Share of Voice by Location
Share of voice by location can indicate which regional markets are most aware of and engaged with your social brand presence. Regional share of voice data can be helpful for distributing relevant content, planning location based social media efforts, and measuring your brand’s ability to increase awareness in specific markets.
3. Compare Potential Impressions and Reach
Share of voice typically measures brand mentions as a percentage of total Tweets, in order to gauge the level of consumer awareness. However, share of voice as a percentage of mentions doesn’t account for how many unique users are discussing your brand, or how many followers they have.
That’s why comparing potential impressions and reach are also important. Reach measures how many users were potentially exposed to Tweets mentioning your brand. Impressions can tell you how many times those users were exposed to mentions of your brand.
4. Measure Share of Voice for Online Properties
Segmenting Tweets that link to your website and the sites of your competitors can enable you to measure the share of voice responsible for driving traffic to your website. The share of voice for your online properties can serve as a performance indicator for how shareable your site content is, and how well social media accounts and marketing efforts have been integrated with your site.
5. Track Hashtag Adoption
Many brands have hashtags they use routinely to provide context for specific conversation themes. Comparing share of voice for your brand’s primary hashtags with those of your competitors can reveal how successfully your hashtags are being adopted, and reflect your brand’s ability to shape the way others discuss your brand.
This technique can also be effective for measuring the share of voice driven by hashtags used in TV advertising.
6. Identifying Conversation Overlap With Competitors
The percentage of overlap in competitor conversations measures how frequently your brand is mentioned in Tweets that also mention competitors. Conversation overlap can measure how uniquely your brand is being discussed. A small degree of overlap can indicate brand loyalty or unique product discussion, while a high degree of overlap signals frequent brand comparisons, which are typically seen between highly competitive brands.
I'm a Marketing Manager at Simply Measured. It's my job to deliver content in a way that engages and informs social media professionals. My areas of expertise are marketing automation, conversion and social media analytics.