A reliable share of voice method that avoids misleading comparisons.
Fix the competitor set
Pick competitors in the same category and keep the set stable for a quarter.
Changing the set too often makes the metric meaningless.
Define the time window
Compare like with like: campaign period to campaign period or quarter to quarter.
A consistent window makes trends credible.
Weight by coverage quality
Not all mentions are equal. Weight priority outlets higher to reflect real impact.
Even a simple three tier weighting improves the metric significantly.
Report the narrative with the number
Share of voice should be paired with a short explanation of what changed and why.
Narrative turns the metric into a decision tool.
Define inclusion rules
Document which outlets, geographies, and content types count toward share of voice.
Clear inclusion rules prevent the metric from shifting every month.
Normalise for outlet volume
Some outlets publish far more content than others. Normalise or weight to avoid volume bias.
Without normalisation, large outlets can skew results regardless of relevance.
Visualise with context
Use trend charts with key events annotated so leadership understands what drove changes.
Context turns a metric into a decision aid.
Common pitfalls
Mixing time windows, changing competitor sets, and ignoring quality weighting are the most common errors.
Avoid these mistakes and share of voice becomes a reliable benchmark.
Use alongside sentiment
A high share of voice with negative sentiment can signal reputational risk.
Pairing share of voice with sentiment trend gives a more accurate picture.
FAQ
How often should share of voice be reported?
Monthly or quarterly is usually enough for strategic decisions.
Should we include paid media?
Only if you can clearly separate it from earned coverage and keep the methodology consistent.
How many competitors should we include?
Three to six is a practical range for reliable comparisons.
Is share of voice the same as market share?
No. It measures visibility and narrative presence, not sales or revenue.