Share of voice
A company's share of all coverage or mentions on a topic compared with its competitors, over a given period and set of media.
Share of voice shows how visible a company is in conversation about its sector or an important topic. It is calculated as the company's share of all mentions of itself and selected competitors, across defined media and a defined period. It is sometimes also measured for social media or search results.
Visibility alone is not the goal, however. A high share of the conversation about an accident or a dispute is no success. Share of voice should therefore be analysed together with sentiment, the topics covered and the quality of the outlets involved. Only then does the measure say something about reputation rather than just noise.
For the board, the measure is useful as a long-term reference point: is the company present in conversation on the matters it has identified as strategic, and is its voice heard among competitors? A consistent method is essential, as a single measurement says little.
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