Share of voice is a SCAM!
But, but, but.
No buts.
The traditional way of calculating brands’ share of voice only works if the brand is an extreme B2C brand like McDonalds or Nike.
Why?
Because the share of voice needs to consider each voice’s different values.
The voice of Elon Musk has more power than the voice of… etc.
The voice of your ideal ICP counts more than your ICP employee, etc.
That is why calculating the share of voice for B2B brands is extremely difficult.
What do you think I should suggest?
Well, I will not write all this without giving you a solution.
You have two options:
1. Cross-analyze Google Analytics metrics with LinkedIn and Twitter analytics and a mention tool like “Talkwalker,” etc. But remember, you need to do that for your direct competitors as well (for benchmark). There is no point in doing that only for your brand, as you don’t know the “share of voice.”
2. Instead of caring about voice sharing, you care about the amplification of voice—I’d like to let you know more about that in later posts.
Do you agree?
