Social Share of Voice: How to Measure and Improve It

A strong social media share of voice signals greater brand awareness, higher audience trust, and more influence over purchase decisions.

In this guide, we break down how to calculate social media share of voice, why it matters for your marketing strategy, and actionable ways to increase it using the right tools and tactics.

What is social media share of voice?

Social media share of voice (SOV) is the percentage of total industry or competitor conversations that mention your brand on social platforms. It factors in brand mentions, visibility, influence, and authority across social channels to give you a measurable picture of your competitive position.

97% of consumers, in a Goodfirms survey, say online reviews influence their purchase decisions — making your brand's share of online conversation a direct driver of business outcomes. By analyzing SOV, you can evaluate competitive position, identify gaps in visibility and uncover opportunities to increase reach and engagement. It also helps connect social performance to business outcomes like brand awareness, demand generation, and customer loyalty.

Here’s how to measure share of voice on social media:

For example, if your brand receives 800 mentions and the total industry conversation adds up to 4,000 mentions, your SOV is 20%. Tracking this consistently helps you spot shifts in competitive momentum, identify content gaps, and find opportunities to grow your presence before rivals do.

Also Read: Share of Voice (SOV): How to Measure It & Tips to Boost SOV

Why social media share of voice is a must-have for growth

In a saturated social media space, brands compete not just for attention but for dominance in conversations. Share of voice on social media indicates how much of that conversation your brand controls and surfaces opportunity to shape consumer perception. Tracking SOV isn’t just about measuring mentions — it’s about understanding your competitive standing, gauging engagement and finding opportunities to strengthen your presence.

Here’s what measuring SOV can help you with:

1. Tracking brand growth

Social media share of voice gives you long-term insights into your brand’s visibility and growth online. If mentions and SOV increase, it means your marketing campaigns and strategies are paying off to boost awareness, positioning you as a key player.

2. Understanding audience engagement

Social engagement provides an early signal of how effectively your brand is capturing attention and shaping conversations in the market. Rising mentions, interactions and conversation velocity often indicate that your messaging, campaigns or thought leadership are gaining traction with target audiences.

However, engagement should not be measured by volume alone. The quality of interactions matters just as much. By pairing share of voice with sentiment analysis, brands can understand whether increased visibility is reinforcing trust, driving advocacy or surfacing risk, giving leaders a clearer view of audience perception and brand health.

Also Read: How To Perform Social Media Sentiment Analysis

3. Refining content strategies

Tracking share of voice on social media can help identify campaigns or topics that drive the most conversation. With this, you can pinpoint the types of content that resonate with your audience, whether it's certain themes, formats or messaging styles. You can then fine-tune your social media content strategy to engage your audience better, ultimately improving your content marketing.

4. Conducting competitive analysis

Perhaps one of the most important benefits of tracking share of voice in social media is to understand how your mentions compare to competitors.

Say your competitor consistently clocks more mentions, understanding why — whether it’s due to better engagement, superior content or effective campaign strategies — can inform your approach to your own social media marketing strategy. Social media competitor analysis helps you get an edge over competitors, whether that’s by improving niche conversations or doubling down on high-impact topics.

How to measure your social share of voice using Sprinklr

Sprinklr provides a suite of tools to help you measure social share of voice across sentiment, competitor visibility and content performance. Instead of looking at mentions in isolation, you can use Sprinklr to understand what people are saying, how you compare with competitors, and which conversations are influencing your brand’s visibility.

Here’s how you can use Sprinklr:

1. Track customer sentiment

All mentions are not equal. Customer sentiment tells you whether users have a positive, negative, or neutral perception of your brand.

To measure this, start by tracking brand mentions across social and digital channels, then analyze the sentiment behind those conversations. Sprinklr’s Social Listening tool helps monitor unstructured conversations in real time across text, images, videos, and more. It uses AI to classify sentiment, detect emerging themes and set alerts for sudden shifts, so teams can understand whether rising share of voice is helping brand perception or creating risk.

You can also use dashboards and scheduled reports to view SOV breakdowns, consumer sentiment shifts, and competitive gaps in one place, making it easier to keep stakeholders informed without manually pulling insights from multiple channels.

If you want to track consumer sentiment on social channels, book a demo of Sprinklr’s social listening tool.👇

2. Understand competitive landscape

If your competition is outperforming you, tracking SOV can help you understand where they are gaining attention and what you can improve in your own social media strategy.

To perform competitor analysis, start with the brands, markets, and channels you want to benchmark against. Sprinklr’s Competitive Insights and Benchmarking can help compare your brand’s mentions, engagement, reach and sentiment against competitors across key social channels. This makes it easier to see whether competitors are gaining share of voice because of stronger content, higher audience engagement, campaign timing, or more positive sentiment.

Sprinklr’s benchmarking dashboards and smart alerts can also help teams track spikes or dips in competitor SOV, compare voice of fan and schedule recurring reports for stakeholders. That way, competitive analysis becomes a repeatable process, not a one-time review.

3. Monitor content performance

If you aren’t getting the share of voice you want, your content may need a closer look. A social media audit can help you understand which posts, formats and themes drive visibility.

To do this, analyze competitor posts that generate higher social share of voice and compare them with your own content performance. Sprinklr’s competitive monitoring and benchmarking capabilities can help you review top-performing posts, content themes, media formats, audience sentiment and influencer-led content in one place. This gives you a clearer view of what is working in your category and where your content strategy may need adjustment.

You can also set alerts for competitor content spikes or dips, so your team can respond faster to market movement and adjust campaigns before the conversation moves on.

Curious about what else Sprinklr’s Competitive Insights and Benchmarking tool can do for your brand? Book a demo and find out! ⬇️

Tips to increase your share of voice on social media

If you are dissatisfied with your social media share of voice, you can improve it to boost your visibility and carve out a strong social media presence. All you need is an actionable strategy, bolstered by the right tools. Below are four tips to actively boost your share of voice:

1. Tap into social media trends

Engaging with the latest social media trends is one of the fastest ways to amplify your brand’s share of voice. Active social media users often catch on trending topics, and when you ride that wave, it can significantly expand your reach and brand visibility. It helps your brand become part of a larger cultural movement, increasing its potential for greater engagement.

Tips to leverage trends:

• Monitor trending hashtags: Use a social media analysis tool to monitor hashtags and trending topics on platforms like Twitter, Instagram, TikTok, and LinkedIn to spot opportunities for participation.
• Watch your competition: Tracking what your competitors are talking about and how much engagement it is getting can help you become part of that conversation.
• Make it unique: If you want your brand to stand out, put a spin on the trend and align it with your brand’s voice for authentic involvement.

For instance, during Pokémon's 30th anniversary campaign, The Pokémon Company released over 1,000 unique Pokémon logos distributed via random drops on X — turning a simple hashtag into a viral collecting game. Brands like Uniqlo and LEGO jumped in with co-branded product launches, each riding the cultural wave to boost their own share of voice without creating a trend from scratch.

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2. Craft share-worthy content

Content that resonates with your audience on an emotional level or provides clear value will have higher social media interactions and be more share-worthy. When users share content with their networks, it amplifies your brand’s reach, increasing visibility and engagement. This can directly boost your share of voice. To make your content share-worthy, create posts that are entertaining, educational, inspiring, and/or relatable.

Tips to create shareable content:

• Understand your audience: The first step to create great content is to understand audience demographics, their interests, pain points, and behavior. You can then create content that speaks to them directly.
• Experiment with formats: Try different formats like text, images, infographics, videos, reels and memes on different social platforms to see what resonates with your audience. For instance, short-form video continues to dominate engagement across platforms, with platforms like LinkedIn and Instagram prioritizing video content in their algorithms, making it a key driver of visibility and reach.
• Make sharing easy: Encourage your audience to share your content easily by including social sharing buttons and prompts.

3. Collaborate with relevant influencers and brands

According to Aspire's 2026 State of Influencer Marketing report, 69% of marketers say influencer-generated content outperforms brand-directed content, and 74% plan to increase influencer budgets this year. Influencer partnerships and brand collaborations provide a powerful opportunity to expand your reach and boost SOV. By partnering with well-known figures or brands that align with your values, you tap into their established audiences, increasing your SOV through their advocacy.

Tips for influencer and brand collaborations:

• Leverage AI: AI-powered tools can comb through millions of influencer profiles including scanning their demographics, topics of interest, industries, content themes and social channels to find the right match to ensure the social media collaboration feels authentic.
• Use data-driven insights: Use data analytics and social media KPIs like engagement metrics or audience demographics to find the right content to share a content strategy with influencers for targeted collaborations.
• Co-create content with relevant brands: Collaborate with brands who are complementary to your own products and create content that is valuable to both audiences. For instance, if you are a fitness brand, you can collaborate with a fitness equipment manufacturer to target overlapping audiences. This creates cross-promotion opportunities to boost engagement for both brands.

4. Convert employees into advocates

Don’t focus solely on your customers. Your employees can be among your most powerful advocates and empowering them to post about your brand on social media can naturally increase your social share of voice. Employee advocacy not only strengthens your brand's visibility but also creates authentic, trust-driven mentions that resonate more deeply with audiences. For instance, Lenovo leveraged Sprinklr’s Employee Advocacy platform to boost its social media sharing by 360% in just six months.

Tips to improve employee advocacy:

• Provide tools and training: Make it easy for employees to share content about your brand on social media using tools like employee advocacy platforms or pre-approved posts. Also encourage them to share personal experiences with the brand.
• Incentivize participation: Establish a reward system where top advocates are publicly recognized and incentivized. Gamifying the experience with rewards for the highest engagement can fuel ongoing participation and elevate brand visibility. For instance, Lenovo rewarded top advocates with all-expenses paid trips.

Amplify your brand’s impact

Tracking and improving social media share of voice is a powerful strategy that can directly tie to key business outcomes. With increased SOV, you can improve brand visibility and engagement, eventually boosting lead generation, brand loyalty, and revenue growth. A higher SOV ensures your brand is heard amidst competitors, fosters deeper customer relationships, gives you a competitive edge and drives long-term success.

Platforms like Sprinklr Social helps operationalize share of voice analysis at scale by bringing together social listening, competitive benchmarking, publishing, engagement, and employee advocacy in one place. With the right tools and insights, you can monitor how conversations shift, respond more effectively, and consistently strengthen your presence across social channels.