Share of Voice
Share of Voice (SOV) is a way to measure how much attention a brand gets compared to its competitors in the marketplace. Think of it like measuring what percentage of all conversations about an industry include mentions of your company. For example, if people are talking about soft drinks, how often is Coca-Cola mentioned versus Pepsi? This measurement helps marketing teams understand their brand's visibility across different channels like social media, news, advertising, and online searches. It's similar to market share, but instead of measuring sales, it measures presence and visibility in conversations and media.
Examples in Resumes
Increased company's Share of Voice from 15% to 35% through strategic social media campaigns
Monitored and reported on SOV metrics across multiple marketing channels
Led initiatives that doubled our Share of Voice against key competitors
Typical job title: "Marketing Analysts"
Also try searching for:
Where to Find Marketing Analysts
Professional Organizations
Online Communities
Job Resources
Example Interview Questions
Senior Level Questions
Q: How would you develop a strategy to improve a company's Share of Voice?
Expected Answer: A senior marketer should discuss creating a comprehensive plan including competitive analysis, identifying key channels for improvement, budget allocation across different platforms, and measuring ROI. They should mention coordination between PR, social media, and advertising efforts.
Q: How do you connect Share of Voice to business outcomes?
Expected Answer: Should explain how to correlate SOV with sales data, brand awareness, and market share, while discussing methods to prove ROI to stakeholders and adjust strategies based on results.
Mid Level Questions
Q: What tools do you use to measure Share of Voice?
Expected Answer: Should be familiar with social listening tools, media monitoring platforms, and analytics software, explaining how they use these tools to track and report SOV across different channels.
Q: How do you analyze competitors' Share of Voice?
Expected Answer: Should explain methods for tracking competitor mentions, analyzing their media presence, and comparing data across different platforms to understand competitive position.
Junior Level Questions
Q: What is Share of Voice and why is it important?
Expected Answer: Should explain that SOV measures brand visibility compared to competitors and why this matters for brand awareness and marketing strategy.
Q: How do you calculate basic Share of Voice?
Expected Answer: Should be able to explain the simple formula: (Your Brand Mentions / Total Market Mentions) x 100, and know what kinds of mentions to include.
Experience Level Indicators
Junior (0-2 years)
- Basic social media monitoring
- Data collection and reporting
- Understanding of marketing metrics
- Basic competitive analysis
Mid (2-5 years)
- Advanced analytics tools usage
- Campaign performance tracking
- Cross-channel monitoring
- Competitive intelligence gathering
Senior (5+ years)
- Strategic planning
- Budget management
- Team leadership
- ROI optimization
Red Flags to Watch For
- No experience with analytics tools or data analysis
- Unable to explain basic marketing metrics
- Lack of experience in competitive analysis
- No understanding of different marketing channels
Related Terms
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