How to find the share of voice of a brand, company or person in Semantrum?
What is Share of voice?
Share of voice is the visibility of a brand/company/person in comparison with all competitors. Share of voice allows you to understand how popular/recognizable your brand is in comparison with all competitors in the media and social networks. Understanding your share of voice is a great start to identify your company's market position.
With Share of Voice you can:
- Get a full overview of how competitive the market is and whether your brand, company, or person is the prevailing player in the industry.
- Identify the most dominant competitor in your industry.
- Define measurable goals for your brand development based on competitors' performance, for example, define the goal as achieving a certain percentage of mentions of your brand/company of the organization from mentions of all or selected competitors in the industry.
- Evaluate the dynamics of the share of voice indicator over time.
The classic approach measures Share of Voice as a percentage of publications about your brand/company/person from the total number of mentions of competitors or from the number of mentions of a certain thematic information field. It is also possible to measure Share of Voice in relation to certain market competitors you choose, rather than the number of mentions of all available market players - it depends only on your goals and approach.
It is also useful to evaluate the Share of Voice not only by the number of publications, but also by their coverage, as, for instance, a large number of mentions on relatively unpopular resources will not give the brand as much popularity and recognition as a smaller number of mentions on popular resources. In this case, the Share of Voice will be measured as a percentage of the coverage (amount of contacts) of publications about your brand/company/person from the total coverage (contacts) of competitors or from the number of mentions of a certain topic area. Read more about what coverage is and how it is calculated.
And if you want to compare the competitors' representation in the media field, based on how much each publication really relates to your brand or a competitor's brand, then tracking the Share of Voice by the Media Visibility Index is the best way to go. Using this metric, you will be able to compare brands/companies/persons by the level of their representation in important, popular sources and by the level of their role in mentions (main, secondary, occasional). Read more about the Media Visibility Index. Read more about the Media Visibility Index. Read more about roles in the publication.
How can I review Share of voice by number of publications in Semantrum in Graphs mode?
In this mode, you can not only view basic graphs by the number and dynamics of mentions by topic, but also see a comparison of several topics (for example, the monitored object with competitors) by various metrics in a separate tab "Comparison of topics".
In the Share of topics graph, you can see the percentage of mentions of your topic from the number of mentions of all topics selected for comparison. This will be the Share of Voice by number of posts.
You can view this data and download it in various formats directly from the graph.
In this mode of viewing several topics in a graphic view, you can also get other useful data, for example, compare the dynamics of the number of publications, the tone of voice of publications, the number of publications by type of media. Learn more about automatic visual analytics.
Please note:
The Compare topics tab appears when you select from 2 to 5 topics. Learn how to browse more than one topic.
How can I compare my brand and competitors' brands in Semantrum in an automatic .docx report?
If you want to get additional data to compare your own brand/company/organization with your competitors, you can export a topic comparison report in .docx format.
This report can also be exported from the system at any time. To download it, you need to view several topics at the same time (but no more than 5) and select the Export report in *.docx option in the export menu.
You will receive a graphically illustrated media mentions comparison report, which contains key statistics and graphs. In the report, you can get data on the number of mentions in each selected topic, the amount of contacts (coverage) of publications in each topic, compare topics by the Media favorability index (MFI), tone of voice of mentions, top stories and other indicators of publication sources. Learn more about the topic comparison report.
Please note:
The report is generated when you select 2 to 5 topics.
To keep up to date with media events around a brand, personality, or other important topic, Semantrum users can subscribe to a topic comparison newsletter. Learn more about setting up a topic comparison newsletter for two or more topics.
How can I get Share of Voice by publication coverage, Media Visibility Index when I need to compare more than 5 topics?
If you don't find the data you need in the standard charts and topic comparison report, you can use a standard dashboard to compare several topics (for example, the monitored subject with competitors). Dashboards are interactive infographics that provide a more in-depth analysis of the dynamics of mentions and can be customized based on personal metrics that are unique to your company. What is a dashboard and what are its features?
The second page, Comparison of topics, displays a comparison of topics with each other. In the filter panel, you can also choose which topics will be compared in the graphs. On this page of the dashboard, you can get data about Share of Voice by all types of its measurement - by the number of publications, their coverage, and the Media Visibility Index. In addition, you can view the ranking of topics in dynamics, by representation in different types of media, by source regions, by the Media favorability index (MFI), as well as view and integrate the main indicators of topics/tags in a bubble chart.
Please note:
Dashboards are available according to the tariff, please contact your support or sales manager to set up a personal dashboard in your account.
Enjoy using the Semantrum system!
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