Whether you’re a small brand without a huge budget or a big brand with more resources, being heard above the noise isn’t easy.
Getting heard becomes more challenging in a world where over 52 million pictures are posted on Instagram every day, and over 7,000 Tweets are made every second. When you factor in reduced organic reach for businesses on social media platforms like Facebook, the problem becomes much more glaring.
In order to get the maximum share of voice, you need to ensure your brand stands out among the crowd. But how do you do it? Read on to find out.
What is Share of Voice?
Share of Voice measures how much a product or service is talked about on social media. It serves as a barometer for your brand’s exposure and how much you control the discourse in your domain. The higher your market share, the more popular and authoritative you are among users and potential buyers.
Traditionally, the term was used for sponsored advertising. However, it has developed through time and currently alludes to your brand’s SOV in the internet community instead of your rivals. In other words, the number of mentions your brand gets relative to the number of references your competitor receives.
Measures to Improve Your Social Media SOV
Here are strategies for boosting your brand’s social media SOV:
Being Active 24×7
You’ll be ignored and forgotten if you don’t Tweet each day. Millions of active accounts share information every day, engage in conversations, and browse the main social networks. Your brand must compete against all of this and break through the clutter. Being active every day is the only way to achieve this.
Begin by making a social media schedule that lists all your monthly content plans. You don’t have to include each post you intend to write. The aim is to plan both materials selected from your site and content that must go out on specific dates (campaigns or festive season).
You’ll understand where to focus on sponsored content, collaborate with influencer marketing, or devote additional support resources if you monitor your social share of voice. Is your voice, for example, weak on Twitter but strong on Instagram? Consider holding a Twitter conversation or creating a Twitter profile dedicated to customer service.
With a well-thought-out social media strategy, you’ll be able to concentrate on increasing your SOV when it is most needed.
Furthermore, not all discussions take place on social media. Many occur in private channels, DMs, and offline, so you can’t consider them. As a result, don’t only depend on the social share of voice to evaluate your performance compared to your competitors.
Engage, Don’t Broadcast
Being active does not imply that you need to publish a lot of promotional content every day. Brands often believe that social media is just a content delivery medium. That isn’t the case at all.
You may use social media to engage and communicate with your audience. Consumers are aware of this, but it may get lost among brands. Therefore, there is often a misalignment between brand activities and customer expectations.
Responding to dissatisfied consumers, thanking a follower for contributing, or engaging in any other way increases brand charisma and raises awareness about your business.
Create Shareable Content
Keep in mind that content is seen on the ground, regardless of what you do in the promotion. Therefore, ensure that you only produce quality content. Creating content that resonates with your audience will set you apart from your competition regardless of your platform.
Since the social SOV measures brand mentions, starting an online discussion may help you increase your share. Taking a strong stance on a hot issue will almost certainly increase the attention your brand receives.
On the other hand, brands don’t have to go too close to scandal to elicit social media buzz. On Twitter and other sites, question triggers are also quite popular.
Your Brand Mission & Vision
If you want to get greater recognition, your material should reflect your company’s mission and vision. Again, it’s a matter of alignment; you want your branding to be linked with and defined for your vision.
The more quality information you share and disseminate, the more trustworthy and recognized you become. You must first define your brand’s purpose, vision, and values to come up with it. They will influence how you communicate with your audience. Furthermore, your communications will become crystal clear and are much more likely to reach the intended recipients.”
The increasing competition in the digital marketing space has made it more difficult for companies to maintain their share and reach their goals at scale. However, your brand can certainly increase its share of voice with the tips and ideas discussed above if implemented correctly.