Also known as: SOV, Voice share
The percentage of all online mentions in a specific niche that go to one particular brand — measuring how much "space" a brand occupies in the market.
Calculation: (mentions of brand X / total mentions of all competitors in the niche) × 100%. High SOV = strong market position. Low SOV with growth = momentum. For agencies, this is a premium reporting metric that clients with €10k+ budgets value.
A cosmetics client has 12% SOV in the "natural beauty NL" niche, versus 35% for the largest competitor. The agency recommends an influencer strategy to raise SOV to 20% within 6 months.
Systematically tracking and analysing what is said online about a brand, industry or competitor — to spot trends, opportunities and problems early.
A measurable value that shows how well a specific goal is being met — for social media that could be engagement rate, reach, follower growth or click-through rate to the website.
A measurable value that shows how well a specific goal is being met — for social media that could be engagement rate, reach, follower growth or click-through rate to the website.
Reach is the number of unique people who saw a post; impressions is the total number of times a post was shown, including multiple views by the same person.
CPM is the cost to show an ad 1,000 times — a key metric for judging the efficiency of paid social media campaigns, independent of conversions.
ROAS is the ratio between revenue and ad spend — usually expressed as a multiple: a ROAS of 4 means every €1 of ad spend generates €4 in revenue.
The number of new followers an account gains over a given period — an important but context-sensitive KPI, because follower quality matters more than quantity.
Systematically tracking and analysing what is said online about a brand, industry or competitor — to spot trends, opportunities and problems early.
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