What does 'share of voice' measure in social media?

The concept of 'share of voice' in social media primarily refers to measuring a brand's total media presence, particularly in comparison to competitors within the same industry or category. It quantifies how much of the overall conversation about a topic, brand, or sector is attributed to a particular brand's communications compared to others.

This metric includes a variety of content types, such as posts, mentions, comments, and shares across different platforms, illustrating the extent of a brand’s visibility and influence in the online discourse. By measuring share of voice, brands can gauge their dominance in the conversation and understand how they are positioned relative to their competitors, which can inform their communication strategies and marketing efforts.

The other options, while related to social media metrics, focus on different aspects that do not directly define 'share of voice.' Audience engagement evaluates how users interact with content, competitor analysis involves assessing competitors' strategies and performance, and public sentiment measures the emotional tone of conversations rather than the volume of voice or presence. Thus, understanding share of voice specifically emphasizes the breadth of a brand's media presence over these other elements.