WHY SHARE OF VOICE IS A USEFUL METRIC FOR EARNED MEDIA CAMPAIGNS
Understanding share of voice
Share of voice can be a great tool to understand how your brand’s online presence shapes up to competitors across all or key media. This measurement allows the benchmarking of a brand's media prominence across all or different media types, sectors and topics within a specified time range.
Understanding your brands’ share of voice can allow you to track the effectiveness of your initiatives compared to your competitors to create the fullest picture of the media landscape for your brand, or your client’s brand.
The formula that we use for share of voice is quite simple in theory — it is calculated by dividing a brand's total mentions by its competitors and multiplying by 100 (brand mentions/competitors mentions x 100 = SOV).
Using share of voice for earned media campaigns
Our team at 72Point utilize share of voice in a variety of ways.
Campaign measurement: To understand the success of our editorial campaigns for clients by looking at their share of voice before, during and after a project.
Internal benchmarking: To examine our own company’s editorial growth across all media, for different sectors and to identify suitable date pegs or holidays.
Strategic planning: To help our team understand what sectors achieve the most media attention during a set time period to better strategize our editorial and distribution plans. This way, we are able to combine quality editorial ideas with quantitative insights to ensure we will secure the best coverage for our stories.
Case study: Healthy share of voice
A healthcare client reached out to us with the intention of increasing brand awareness around the launch of their new online health resource hub. Our team crafted a series of survey-led stories around common healthcare misconceptions to be released throughout the year. The research has explored a range of topics from how we navigate health as we age, to Americans’ attitudes to lifestyle, retirement and financial planning.
Before working with us on these strategic releases, the brand held a 1.20% share of voice for all of 2022.
After the release of just two projects in 2023, we see their share of voice jump to 17.48% in just 6 months. With more release points planned, the brand is on track to meet or exceed major competitor’s share of voice this year.
The increases in our client’s share of growth correlated with their story releases and subsequent media coverage in March and June. By increasing the frequency of stories released throughout the year, our client should be able to combat other brands’ coverage cycles to maintain an increased share of voice and help close the gap between them and their competitors.
OnePoll share of voice
OnePoll, the research arm of 72Point, is referenced in all of our survey-led content. When writing our data-driven news stories, we typically cite the research as “conducted by OnePoll and commissioned by Brand Name”. This credit in our released copy will be accompanied by a link to the company’s website or, where relevant, to a blog post or campaign landing page. Our team also includes further mentions of the commissioning brand alongside quotes from their chosen spokesperson.
While every story differs in terms of context, these anchor terms allow us to use the OnePoll name to track the overall dissemination of these stories. In the first six months of 2023, OnePoll was mentioned over 63,000 times across U.S. online and broadcast media outlets.
OnePoll held a 48.56% share of voice by article count across all media in the first half of 2023, compared to our closest research competitors — an indication of the credibility of our research data that has formed the basis of thousands of news stories.
Use data to drive your campaigns
We will happily provide insights into specific sectors or trending topics to help you set goals and plan media campaigns. We can also monitor the impact of media exposure on a brand’s share of voice and provide further data alongside our comprehensive end-of-project coverage reports. Like to know more? Let’s talk!
Alexandra Flowers
Media Campaign Analyst, 72Point Inc