The formula to calculate share of voice is: Your brand metrics / Total market metrics.

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Brand mentions
Brand mentions tell you how often your brand is discussed on social media, regardless of direct tags. A rise in mentions after or during an influencer campaign can expand your brand’s reach, indicating genuine engagement among your audience. It also shows you have a growing community doing word-of-mouth marketing.

Forty percent of marketers in the survey said they monitor czechia b2b leads brand mentions and hashtags on social platforms to measure the effectiveness of their influencer campaigns.

Social media listening tools like Sprout Social help you track brand mentions (including misspellings and untagged mentions) and identify keywords linked to your brand, enabling a nuanced understanding of whether mentions represent positive feedback, a brand breakthrough or a potential crisis.

Social media share of voice
Share of voice (SOV) measures your brand’s presence compared to competitors so you can judge where you stand in the industry. Using SOV as an influencer marketing metric during and post-campaign helps you gauge its market-wide effectiveness.


A social listening tool automates the process of sifting through millions of online conversations and analyzing them to determine your SOV. It can also give you metrics based on your competitor’s activities.

Screenshot of Sprout Social’s competitor analysis performance report showing metrics on various KPIs including topic summary, share of voice, total engagements and sentiment scores based on positive, negative and neutral emotions found in the data
Sprout’s social listening tools help you visualize the share of voice data. You can view metrics like positive sentiment and total engagement. Also use filters to segregate your social listening data, so you uncover new business opportunities and make the most of your influencer partnerships.