Share of Voice is the part of the conversation in your category that is about your brand and not about other brands. Formula: Mentions of your brand ÷ Mentions of all brands (your brand and the competitors) × 100

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How Share of Voice is different from visibility

Visibility tells you whether you appear. Share of Voice tells you how much of the space you get when you appear. The two numbers change independently, and the difference between them gives information. Possibly you appear in most answers but you have a small share. Then the answers mention you only briefly, and they discuss another brand in detail.

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How to read Share of Voice

Share of Voice is zero-sum. Your share can decrease while your visibility increases, if a competitor grew faster. This is not a failure of your work. The category becomes more crowded. Say this clearly when you report the number. Monitor the share of the leader, not only your share. A category where the leader has 60% is different from a category where each of the top three brands has 20%. In the first category, you attack a position. In the second category, the field is still open. A new brand takes share from a different brand. When your share decreases, find out if a new brand appeared in the answers.

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Where the data comes from

Genezio counts the mentions in the same conversations that it uses for each other number. Thus, Share of Voice always agrees with what you can read in Conversations. When a number surprises you, open the answers that it comes from. For the full definition of the metric and its views in the dashboard, see Share of Voice.