6 Tricks to Boost Your Share of Voice on Social Media

Is your brand seen as a leader in your industry? When people talk about the type of products you sell, does your company come up in the conversation? If the answer to either of those questions is no, then you might have issues with your brand’s share of voice.

With social media becoming increasingly competitive, capturing and retaining your audience’s attention is more difficult than ever. Not only that, it’s a struggle for some brands to even be heard when over 52 million photos are shared a day on Instagram and more than 7,000 Tweets are sent every second. When you throw in decreased organic reach for brands on networks like Facebook, the challenge becomes even clearer.

So with all of this against you, what can your brand do to get more visibility and capture your audience’s attention? Read on to learn how to increase your share of voice on social media.

What is Share of Voice?

Share of voice measures the amount of the conversation your brand owns with your target audience compared to your competitors. It’s kind of a tricky metric since not every brand measures it exactly the same. On social, some brands look at share of voice as the amount of social media messages shared about your brand, in relation to all of your competitors.

But you can also look at share of voice around a specific keyword or hashtag. For instance, a hotel chain might measure what percentage of social media messages involving the keyword “hotels” that contain its brand name compared to the percentage that mention competitors. Ideally, the hotel chain would want to have a larger share of voice for hotel-related keywords than its competitors because it’s a sign that consumers are more aware of them than competitors.

Traditionally, share of voice is referenced in regards to paid advertising. With paid ads, share of voice represents your brand’s share of ad space compared to the total amount available. Or in simple terms:

share of voice calculation

For the purposes of this article, we’re going focus on share of voice on social media.

How to Increase Your Share of Voice on Social Media

Now that you understand what share of voice is, how do you improve it? Here are six tactics you can use to increase your brand’s share of voice on social media:

1. Always Be Active (ABA)

In order to be heard on social media, you need to be active. There’s no way around it.

If you only Tweet once a day or post to Instagram once a week, you’re going to get overlooked and forgotten. All of the major social networks have millions of active users sharing content, engaging and browsing them every day. Your brand has to compete with all of that and cut through the noise. The only way to do that is to be active on a consistent basis.

Start by creating a social media calendar that outlines all of your planned content for the month. You don’t have to include every single post you plan to make. The goal is to schedule content that needs to go out on specific dates (campaigns or special holidays) as well as content curated from your own site.

Calendar Month View Inline Actions

This will allow you to fill content gaps and give you the ability to share content around the clock. The last thing you want is for your audience to go long periods of time without hearing from you. Because even if you aren’t posting, there’s a strong chance one of your competitors is, which gives them more room to grow their share of voice.

2. Engage, Don’t Broadcast

Being active doesn’t mean you should just make a bunch of promotional posts every day. A common misconception for brands is that social media is just a content distribution channel. That’s far from the case.

Social media is an opportunity to engage and interact with your audience. Consumers know this, but it sometimes gets lost among brands. As a result, there’s often a disconnect between brand activity and consumer expectations. For instance, one of our surveys found that 89% of messages to brands go completely ignored. And when brands actually respond, they aren’t doing it as quickly as consumers expect.

peoples wait time expectations vs brand response time

So how does this relate back to your brand’s share of voice?

It shows the power of engaging with your audience. Whether it’s responding to upset customers, thanking a follower for sharing UGC or any other type of engagement, it all improves brand likability and gets people talking about your brand. Our data found that 45% of consumers will post about a positive interaction if a brand responds well to their complaints on social media. And 37% will share their story with their friends online.

consumer reaction if a brand responds well to their social complaint

That translates to an increase in positive conversations about your brand on social, and a larger share of voice.

You can use a social media management tool like Sprout Social to make sure any incoming messages don’t get overlooked. One advantage of using Sprout is we display all of your incoming messages, including messages containing specific hashtags, in a single stream. That saves you the time and hassle of switching between Facebook, Twitter and Instagram to reply to your audience. And after you’ve responded, just mark the message as complete so everyone on your team knows it has been taken care of.

smart inbox collision detection

Check out this case study to see how Trello uses Sprout to respond to 97% of Tweets within 24 hours!

3. Create Share-Worthy Content

One of the best ways to get people talking about your brand is to create share-worthy content. Whether it’s Twitter, Facebook, LinkedIn or any other network, sharing industry related content can boost your share of voice.

By sharing tips, news and other content about your industry, people will start to seek more of that type of content from you, and share it as well. Not to mention, you have the potential to make a piece of content go viral if you can hit a home run with a specific post or campaign.

Take the viral sensation Salt Bae for instance. While you probably know it as a funny meme, do you know how it originally started? It was actually a play on another meme trend. Turkish chef Nusret Gökçe sent this Tweet from his restaurant’s Twitter Handle.

saltbae tweet

As you can see, the Tweet caught on and started driving massive engagement. That prompted the chef to post it on Instagram as well, and it went on to become the viral sensation we all know today.

With his increased share of voice, Gökçe turned his viral hit into business growth because demand for his food started to grow as the meme took off.

4. Push Conversations to Social

Do people leave comments on your brand’s blog posts? Do customers prefer to call and email you for customer service? Rather than having these conversations happen on multiple platforms, why not train your audience to head to social media to contact your brand first.

Not only will it help keep you organized, but it increases your brand’s share of voice since there are more conversations and mentions of your brand on social. Plus, our data showed that customers actually prefer to talk to brands on social more than any other channel.

peoples top choice for customer care

One way to get your customers to go to social rather than email or phone support is to make it clear on your website. Highlight benefits to contacting you on social such as faster response times, easy communication or even getting quick answers with chatbots.

5. Don’t Focus on Just Social

Increasing your brand’s share of voice doesn’t stop at social media. You can use every marketing channel to help out:

  • Get mentioned in major publications and referenced around the web to spark conversations about your brand on social.
  • Use SEO to get your content on the first page of Google and get more visibility.
  • Run paid ads to boost brand awareness.

The more you can integrate all of your marketing channels, the larger impact you can make on your brand’s overall share of voice. Start by laying out all of the channels you have available to you. That includes:

  • Email
  • Your website
  • Search ads
  • Media buys
  • All your social channels

Then, you can start to craft campaigns that involve each channel. For instance, you might create a blog post and make a downloadable guide to go along with it. Then you promote that blog post and guide to your email list and with search ads to spread the word.

Assuming the content you created is useful and relevant to your audience, and your promotion strategy is well implemented, chatter about your brand should start to grow.

social media analytics banner

6. Lead Industry Conversations

When building your share of voice, participating in existing conversations is important. But if you really want to be looked at as an industry leader and boost your share of voice, you need to lead the conversations. You can do that through building and feeding your own communities on social through Twitter chats, Facebook Groups or even niche forums.

For instance, today Simple Green Smoothies is known as one of the top health blogs in the world and is a full-blown media company. And it all started with their focus around building a community. Thanks to their community, Simple Green Smoothies arguably has the largest share of voice around the web when it comes to healthy green smoothies. In fact, the hashtag #simplegreensmoothies has been used over 50,000 times on Instagram alone.

simplegreensmoothies instagram hashtag

At Sprout, we have #SproutChat, which is a weekly Twitter Chat where we talk about topics relevant to social media managers. By facilitating these conversations, we’ve built trust and authority in the social media marketing space and increased our share of voice on industry-related topics.

The key is to find relevant topics your audience is passionate about. Otherwise people won’t be compelled enough to join in on the conversation. For example, one of our past #SproutChats was about how to handle a social media crisis. This is a topic most social media managers can relate to, so they’re more than happy to share their tips and advice.

You’ll also notice that participants use our branded hashtag (#SproutChat) when they Tweet. That helps our social and communications team monitor how well received each chat is, as well as how much the chat grows over time. All of this is easily trackable with our social listening report.

twitter listening report

Start Increasing Your Share of Voice

How much share of voice does your brand have in your industry? Do you lead the conversation, or blend in with the competition? Increase your market share and become the go-to brand in your industry by using the tactics above.

This post 6 Tricks to Boost Your Share of Voice on Social Media originally appeared on Sprout Social.


Sprout Social

Customer Experience is Defined by the Experience Customer’s Have, Remember and Share

The funny thing about customer experience is that, for all of its good intentions, it is a bit ironic. Many businesses talk about the importance of customer experience (CX). At the same time, many are prioritizing investments in new technologies and touchpoints to improve engagement. But, when asked about their understanding of modern customer behaviors, expectations, preferences and which experiences in their life they love and don’t love…you get crickets. All too often, customer experience doesn’t really start with the customer. But in reality, the customer experience can only be defined by the experience a customer has with a brand. And, it can only be measured by the experience they have in each moment and the sum of those moments. Said another way, customer experience belongs to the customer and it should start with them.

That’s the irony of CX. It’s often not customer-centered. Companies are frequently shareholder- or stakeholder-centric. Decisions must always have the company’s best interests front and center. As such, CX can be viewed as a cost center and not necessarily as an investment. But customers who have great experiences will almost certainly deliver ROI against any strategic, customer-centered approach to CX. For example, it’s been reported that customers will pay up to 25% more for a similar product if they believe they’re going to get an exceptional experience. They’re willing to spend more money with brands that deliver experiences that excel over mediocrity. Think about that. How sad is it that people will pay extra to avoid frustrating, indifferent or reluctant experiences?

Experience Matters to Humans

Customer experiences are just that…they’re experiences. They’re human. Customers too, are human. Surprise! This is why I look at, the emotional side of experience design in addition to technology and trends. Customer experiences, or experiences in general, are essentially emotional reactions to moments. They can be measured by how people feel, sense and respond at each touchpoint and in the totality of the customer journey. Customer experience is so much more than any one thing. It’s everything! Any technology, effort, process or policy that touches the customer contributes to experiences individually and collectively. They must be designed and they must work together.

Any investment in CX must first start with understanding the experience from the customer’s perspective, what’s broken or missing, and also what it could be in comparison to the experiences that customers love elsewhere. For example, whatever business you’re in, whether you’re a dentist or a bank, you compete with the likes of Uber, Airbnb, Amazon, et al., in terms of experiential standards. They’re fast, transparent, personalized, frictionless and evolving. They become the standard for what people want and expect.

For example, in my research into CX and digital transformation, I consistently find that companies are out-of-touch with modern customer. Most recently, I learned that the majority of businesses are planning CX and digital transformation roadmaps and making investments with incomplete information about the customer. Case in point, 2017 findings show that only 34.8% of businesses have fully mapped the customer journey within the last year, which is down from 54% last year. Wow.

Experiences Happen and They Influence Others

Customer experiences happen whether they’re designed to be amazing or not. The best and the worst experiences convert into memories. How people experience those moments shouldn’t be left to chance.

In this always-on, hyper-connected, mobile world, customers are sharing those experiences online, everywhere, and those shared experiences become the currency of influence. Customers increasingly rely on the experiences people have and share to inform and shape their decisions and next steps. This is why customer experience has never been more important and why CX must start with the customer’s experience at the heart of everything. That takes insight, empathy and then design. Touchpoints must be more than functional, transactional and connected. They must bring to life desired experiences that people prefer and hopefully remember in ways that positively impact the brand and influence others.

You have to know your customer and how they’re different than what you know or assume and how they continue to evolve. Then you have to design CX strategies for the experiences you want people to have and share. This really shouldn’t be a surprise. Exceptional CX doesn’t just build upon the experiences of yesterday, it breaks new ground to deliver modern experiences for today and tomorrow. That takes intent, design, integration and cross-functional collaboration to deliver experiences in each moment of truth and throughout the customer’s journey.

Design experiences that matter…to human beings. Then work together towards a vision and purpose that everyone can align with and deliver against.  Experience starts with you.

Please join Brian Solis at Nextcon, October 23rd at 9 a.m. for the opening keynote, “Great Expectations: The Customer Mindset for 2018.”

About Brian

Brian Solis is principal analyst and futurist at Altimeter, the digital analyst group at Prophet, Brian is world renowned keynote speaker and 7x best-selling author. His latest book, X: Where Business Meets Designexplores the future of brand and customer engagement through experience design. Invite him to speak at your event or bring him in to inspire and change executive mindsets.

Connect with Brian!

Twitter: @briansolis
Facebook: TheBrianSolis
LinkedIn: BrianSolis
Instagram: BrianSolis
Youtube: BrianSolisTV
Snapchat: BrianSolis

The post Customer Experience is Defined by the Experience Customer’s Have, Remember and Share appeared first on Brian Solis.


Brian Solis

WordPress.com gives you more options to share your posts on social networks

 WordPress.com is slowly but surely replacing all those clunky social sharing plugins that you use. With today’s update, you can now schedule tweets, Facebook posts or LinkedIn updates in WordPress.com’s admin interface. WordPress.com has had social sharing features for years, but it used to be very basic. You could connect your Facebook or Twitter accounts with your… Read More
Social – TechCrunch

Is Facebook Getting Better or Worse? Top Experts Share Their Thoughts

Facebook has made the world both a smaller and more crowded place. With two billion users in the fold, the site can feel cluttered from time to time. News feeds run rampant with large chunks of text, videos and photos from around the globe, as well as targeted ad after targeted ad. With so many different elements popping up at once—and with no clear rhyme or reason to them—it’s easy to get lost in this sea of social media posts.

For marketers, this is both a pro and a con. Although Facebook’s algorithms offer advertisers tremendous opportunities to reach target audiences in mass numbers, the platform’s overwhelming news feeds often make it difficult for ads to make an impact on consumers. Making brand impressions on Facebook is tough, but can it still be done?

SME asks a range of social media experts for their opinions on Facebook’s cluttered yet still powerful presence:

Q: Facebook, in theory, is working hard to clean up your feed. What’s the best thing about Facebook right now from a personal usage perspective or as a marketer?

Andrea Hofer, Global Social Media Manager at Philips Healthcare: The fact that Facebook has to worry about fake news demonstrates its power as a player in shaping public perception. Twitter is doing work in this area as well. Their new Moments feature (collections of tweets around newsworthy topics) is curated internally by a Twitter team to make sure the news is not fake. Facebook’s power for me is in its ability to keep me in contact with my weak connections. I can read about my high school peers’ struggles with parenthood or look up a couch to crash on in the cities former coworkers have scattered to. People don’t vanish from your life anymore.

Jennifer Forrest, Director of Social Media at DEG Digital: From a personal user perspective, the most interesting aspect of Facebook right now is the headway it’s making in live video. As a marketer, it is the ability to use an incredible amount of data within the platform to target users with content, without it feeling obtrusive.

Stephen Monaco, Founder of Future Marketing Institute: The best thing about Facebook right now from a marketing perspective is the ability to use flex targeting to serve ads to prospective customers with laser precision. The best thing regarding personal usage is the knowledge exchanged within closed Facebook Groups.

Jason Falls, Founder of Conservation Research Institute: The best thing about Facebook from a user perspective is they’re still not selling our data out. It frustrates the crap out of me because I spend most of my time trying to analyze what people are saying online and about 2/3 of the conversation online is on Facebook. So I can only accurately report on the other third. For the longest time people claimed Facebook was a big privacy violation network. The truth is, they use your data to allow their advertisers to target more granularly — which theoretically makes the user experience better and supports the company — but that’s about it.

Drew Neisser, CEO of NYC-based Renegade LLC: Putting on my marketer hat, I continue to be in awe of Facebook’s ability to reach tightly defined targets and motivate them to take an action whether that is to watch a video, download an app, click to learn more or even buy a product. I have little doubt that Facebook will remain an important marketing channel for just about any business for many years to come.

Q: What’s not working?

Joel Comm, Author, speaker, brand influencer: Unfortunately, Facebook’s approach to dealing with #FakeNews is partisan and not balanced. I still love Facebook as a platform and am a big fan of Facebook Live. But I am concerned at their approach to dealing with content.

Josh Steimle, CEO of Influencer Inc: Facebook has gotten clunky, like a house that started out with a few rooms, but has undergone 20 additions–each of which made sense at the time–but which now adds up to a big mess. Sure, it’s still a great platform for users and marketers, but it would be nice to have an overhaul that takes into account where things are today and builds for current use, as well as the future, so we don’t have to deal with this cobbled-together blob with too many options, many of which aren’t placed where you would expect them to be.

Hofer: The diluted value of news feed content. One could blame the ad-focused algorithm but sometimes the ads are better targeted to me than the rest of the content. I should be glued to it; after all, if I were to get an actual distillation of the fascinating things happening in the lives of all my connections, I’d visit at least daily. A good fix would be tagging. When I push live a post, let me select from a few tags like “life event” “party/celebration” “baby pics” “travel” “sports” “politics” etc.—maybe even with image/text analysis pre-selecting the most likely option. If I could filter out politics ALONE, my feed would be a much happier and more engaging place.

Forrest: The worst thing about Facebook right now is just the general overconsumption of media. With Twitter, you get bite-sized bits of information that are easier to consume. With Facebook, it’s this wide-eyed look that’s cluttered and almost too much for your mind to handle. Facebook’s newsfeed is in need of another overhaul, which could help make media more manageable.

Monaco: The worst things will always be people posting every single humdrum thought that passes through their mind, and photos of what they had for lunch!

Falls: The worst thing about Facebook is I’ve hidden approximately 12,743 posts with a certain politician’s picture in the post because he makes me sick to my stomach and its algorithm hasn’t yet figured out to stop it.

Neisser: My feed is a mess right now but I hold myself partially responsible as I’ve welcomed way too many acquaintances as “friends.” Time to be a little more disciplined with my Likes so I see more stuff from my family and the friends I really care about and less from those that shouldn’t have been there in the first place!

While many appreciate Facebook’s sheer reach, the social media site appears to have a lot of content to clean up. Simple changes to Facebook’s presentation, such as news feed filter options and layout changes, could help users get more out of the experience. These tweaks may also lead to greater brand impressions on Facebook for marketers. Until then, we’ll have to do all the sifting mentally as we scroll.

The post Is Facebook Getting Better or Worse? Top Experts Share Their Thoughts appeared first on Social Media Explorer.


Social Media Explorer

Target: Share The Force

Target have just launched a new Star Wars fan site, an open world type platform, posed as a vast galaxy where you can upload your favourite Star Wars photo, and have it translated into a cluster of stars, leaving you with unique coordinates to re-locate your favourite memories any time on any device. With all […]


Digital Buzz Blog

‘Share a Coke’ Campaign Grows Sales For First Time in 10 Years, WSJ Reports

Coca-Cola Co. is seeing sales rise for the first time in more than a decade, thanks to its personalized bottle campaign, reports The Wall Street Journal.

The "Share a Coke" campaign was first launched in Australia in 2011, with the local executives and the ad agency Ogilvy coming up with the idea. In the years since, the campaign has spread to more than 70 countries, including a U.S. launch this summer.

While Coca-Cola isn't releasing its official sales figures ahead of the planned earnings call in late October, the Journal cites sources who are claiming sales volumes are up 0.4 percent for 12 weeks through August of this year, compared to the same period last year, and that sales dollars are up 2.5 percent overall—all after more than 10 years of steady declines. Those sources also noted that sales at Coca-Cola's biggest rivals—PepsiCo and Dr Pepper Snapple Group—have remained in the negatives. Coca-Cola is increasing its advertising budget by $ 1 billion in the next three years; its budget was $ 3.3 billion in 2013.

The campaign was never intended to mark a permanent change to the soft drink bottles, and already, Coca-Cola is beginning to phase them off shelves. But a senior brand manager for the company has said there will be "serious consideration" given to bringing it back again in the United States next summer.

"At the end of the day, our name is the most personal thing we have. It's our fingerprint…our identity…in one word," said Lucie Austin, one of the original brand executives in Australia to launch the campaign, and who now runs marketing for the Northwest Europe and Nordics business unit at Coca-Cola.

"We gave consumers an opportunity to express themselves through a bottle of Coke, and to share the experience with someone else. The fact that your name is on a Coke bottle, it can't get more personal than that! The campaign capitalized on the global trend of self-expression and sharing, but in an emotional way. Coke is big enough to pull off an idea like this, which speaks to the iconic nature of the brand. Who would want their name on a brand unless it was as iconic as Coke? 'Share a Coke' found the sweet spot by making consumers famous through the most iconic brand in the world."





Adweek : Advertising & Branding

Share of Female Creative Leaders Winning Awards Rises in Ad Annual

The profile of women in agency creative departments appears to have grown, based on the results of the 2013 Communication Arts Advertising Annual. Female creative directors accounted for 11.5 percent of all award winners compared to 3.6 percent in 2004.

Kat Gordon, founder of the industry female empowerment event, the 3% Conference, looked at the CA credits, nine years after University of Texas graduate student Kasey Windels conducted her own dissertation survey of CA Advertising Annual winners and found that only 3 percent were women. Of the 2004 total, 11.6 percent were copywriters and 9.6 percent were art directors.

The recent uptick could mean that more women are now entering their work in CA’s annual competition, according to the 3% Conference. Also, there may be greater awareness of how women influence the consumer marketplace, making judges more likely to award work with a female sensibility.

Three women served as judges for CA's latest Advertising Annual, out of a total of nine—the same proportion as in 2004. The publication received 4,356 entries.

While the CA winners are an industry indicator, the 3% Conference said that the ad business needs a better benchmark because the annual awards issue may not include the contributions of freelance female creative directors, in-house CDs, digital CDs, design directors, experience design directors, creative technologists, PR CDs and motion graphics CDs. The U.S. Bureau of Labor Statistics does not measure "creative director" as a job title, so there's no official yardstick to measure gender breakout.





Adweek : Advertising & Branding

We Asked Agencies to Share Their Oddest Decorations, and They Did Not Disappoint

Not every marketing agency can be an architectural marvel, but they do all tend to have at least one oddly compelling bit of decor that reminds you you're not in a law office.

Just for fun, we decided to ask our Twitter followers to share some of their favorite pieces of office decoration, and they did not disappoint. Below you'll find a recap of our favorites.





Adweek : Advertising & Branding

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