The Case Against Overreliance on Share of Voice Tools in Marketing Strategy The concept of share of voice (SOV) has become ubiquitous in marketing analytics.
It measures online presence by tracking how often your brand is mentioned alongside competitors. However, relying too heavily on SOV can lead to oversights and misinformed decisions.
Understanding Share of Voice: A Quick Primer Share of voice is the percentage of all online conversations that mention your brand relative to those mentioning competitors.