Share of voice compares how much a brand is mentioned or seen compared with competitors.
In social media, share of voice can be based on mentions, hashtags, engagement, impressions, or conversation volume.
It helps teams understand visibility within a market or topic, not just their own account performance.
Share of voice is strongest when the competitor set and keywords are clearly defined, otherwise the number can be inflated by irrelevant conversations.
Divide your brand mentions (or impressions or engagement) by the total for your defined competitor set, then multiply by 100. The result is your percentage of the conversation.
It puts your visibility in market context. Your mentions can grow while your share shrinks if competitors grow faster, which is something account-only metrics never reveal.
A vague competitor set or loose keywords. If the tracked terms catch irrelevant conversations, the percentages become noise, so define exactly who and what counts before measuring.