Social sharing of audio measures brand exposure based on social media conversation. It is usually measured as a percentage of total mentions in an industry or among a defined set of competitors.
This is determined when social listening and competitive analysis come together.
In the case of legacy media, audio sharing measures the level of visibility advertisers have compared to their competitors. In other words, traditional voice traces of what brands are saying and social shares of what people are saying about brands.
Read on to find out:
- Why you should start watching social sharing of audio?
- How and which metrics to track
- How can you increase your voice share on social media?
Why do you need to start monitoring social sharing of audio?
If your brand isn’t following social media posts yet, but is still planning to climb the social ladder (so to speak), here’s what you’re missing:
Social sharing not only tracks what people are saying about your business, but also what people are saying about your competitors. Having a great overview of the competitive landscape and market sentiment can give your brand an edge.
If you have conversations on Twitter but underrepresented on Facebook, you’ll know where to prioritize your social budget and resources.
Regular monitoring of social shares allows you to evaluate the success of social campaigns. If your share increases after running a campaign, your campaign has most likely reached the right place by your target audience.
Show customers that you are listening to them. Insights from sentiment or topic analysis can help inform your brand’s voice, engagement plan, and content.
How can you track your voice share on social media?
The easiest way to calculate your brand’s social share is with a social media analytics tool like Moyens I/O Insights.
Social share of audio can be calculated manually, but the process of collecting your brand and competitor’s social shares can be cumbersome.
Basic formula for calculating the social share of sound
The basic formula is as follows:
Total number of mentions in the industry / mentions of your brand *100 = social share of the voice
Once you have a dataset of all industry words, try segmenting it for unique insights. For example, you can segment words by location to see how your brand is performing against competitors in different regions.
You can also choose to apply other demographic filters such as gender, age or occupation. This can help you see if you have a greater share of social voice among a particular gender or age group, which can be a unique advantage over your competitors.
It is also important to analyze the social sharing of the voice by emotion and subject. Your brand may have a high social media share, but if people aren’t saying good things, you’ll want to address it.
This video shows how Moyens I/O Insights can help you monitor your brand’s social share.
5 ways to increase your social media voice share
Once you have a complete picture of your brand’s share in the competitive social landscape, you can create better strategies and allocate your social resources. These are just a few ways to increase your social share:
1. Maintain an active asset
A tried-and-true way to get your brand a piece of the pie is to stay regularly active on all of your social media channels. If customers know that someone is there, they will be more likely to reach out and engage with them.
A good first step is to create a social media content calendar. This will prevent your brand from missing important dates, many of which have higher social traction. Use the calendar as a planning tool so your content is ready when you need it so you don’t have to post the same thing over and over.
Merriam-Webster schooling brands with its knack for Twitter. They go beyond the “Word of the Day” with their tweets of “Words rising this week.”
Here are the words that rose from the Oscars or Cohen’s statement this week, without saying which is which:
— Merriam-Webster (@MerriamWebster) March 1, 2019
Try to post when your target audience is most active on each network. This will ensure your content gets the greatest reach and potential aggregation.
2. Spark conversations
Since social sharing of audio represents brand mention, igniting the online conversation can be a good way to increase your share.
Taking a firm stand on a hot topic will definitely make your words pop. Case and point: Adidas’ partnership with Colin Kaepernick or Gillette’s #TheBestMenCanBe campaign.
But brands don’t have to approach discussions to spark social conversation. Bell’s annual Let’s Talk campaign positions the telecommunications company as a leader in the global mental health debate.
Question prompts are also very popular on Twitter and other platforms. When Fenty Beauty launched 40 foundation shades for everyone, “What’s yours?” they asked. And it got hundreds of comments.
Or do as Airbnb CEO Brian Chesky does and just ask for opinions. The call for proposals received more than 1000 responses. A little AMA can go a long way.
if @Airbnb Could it launch anything in 2017, what would it be?
— Brian Chesky (@bchesky) December 26, 2016
3. Create shareable content
Another good way to increase the social share of audio is to post content that people will want to share. Images, GIFs, and videos tend to be popular. The more original or meme-worthy the better.
I still see the Halloween decorations in mid-November pic.twitter.com/tn1ZaGQJNT
— Netflix Canada (@Netflix_CA) 19 November 2018
He fixed it. pic.twitter.com/LtmJjeotzs
— Wendy’s (@Wendys) 21 November 2018
You’ve heard of Elf on the Shelf, now get ready… pic.twitter.com/UOb4m3q60h
— Vancouver International Airport (YVR) (@yvrairport) December 10, 2018
4. Respond to customers
Engaging in conversations about your brand is a good way to build customer relationships and increase positive emotions.
German web hosting company 1&1 Internet leveraged social tools to be more responsive to customers. After one year of increased engagement, the company found that positive emotions increased 20 percent and conversations about the brand increased 35 percent. This contributed to a sound share of 40 percent.
Showing empathy and a touch of humanity can go a long way. A Harvard Business Review study of airline accounts on Twitter found that when customer service representatives signed their initials, a customer’s willingness to pay for a future flight increased by $14.
5. Budget accordingly
By following your audio feed on social media, you will have a better idea of where to invest in sponsored content, partner with social influencers or simply allocate more support resources. For example, is your voice lacking on Twitter but healthy on Instagram? Consider holding a Twitter chat or creating a Twitter profile just for support questions.
Having an informed social media strategy will allow you to focus on getting your word where you need it most.
Do not forget: Social sharing of audio is ultimately about monitoring conversations. And conversations inspire transformations. It’s also important to measure what people say versus what people do. Monitor the social share of audio along with other metrics important to your business.
Also, not all conversations take place on social media. A lot of it happens in DMs, private channels, and where they can’t be considered offline. Therefore, do not rely solely on public voice sharing to determine your success against your competitors.
Moyens I/O can help you monitor your brand’s social media share alongside any other social media metrics important to your business. From a single dashboard, you can analyze your social presence, publish and schedule posts, and engage with followers. Try it for free today.