To increase customer loyalty, generate word of mouth and bring outside ideas into your organization, monitor your business’ share of voice (SOV). With countless media channels, millions of competing voices and a massive, active social media audience, it is important to know how much of your business’ marketing messages are being heard. It’s also smart to be aware of what customers, prospects and the media are saying about your organization.
SOV is the percentage of marketing communications that reaches a select audience from either social media or traditional efforts. According to a Nielsen Media survey, online peer recommendations carry the same amount of weight in trust as a business’ website. By actively marketing, you will keep your business and products in the forefront of prospects’ minds. Monitoring the effectiveness of your messages provides you with measurable data.