Monday, August 26, 2013

How To Increase A Brand’s Share Of Voice?

Ever wondered how high or low is your brand’s Share of Voice on the social?
Share of Voice refers to the total amount of social mentions that a brand or product garners over that of its competitors. 

Here are some simple but very effective ways to increase a brand’s Share of Voice:

1. Measure and Monitor Your Share of Voice:

If you want to see an increase in your brand’s social mentions, then you must first monitor and measure your brand’s Share of Voice. You can do this successfully and most effectively by using a Social Media Analytics tool. 

To give you a very recent example, Using Shout Analytics, when we studied how the film Chennai Express was going to fare at the box office, we found that the film’s Share of Voice was this –

2. Get People Talking:

Getting people (your audience, fans and followers) to take notice of your brand is crucial to the brand’s Share of Voice. Hence, there is no better way to get people talking about your brand other than through awesome, engaging and shareable content. 

For Chennai Express, it was Deepika’s Tamil accented dialogue delivery and the film’s stereotypical South Indian look and feel that initially got people talking. On YouTube, there were videos of the film’s trailers, songs, scenes with popular dialogues and even behind-the-scenes snippets. These were interesting, engaging enough topics for the film’s fans to get talking on the social. Needless to say, the film’s Share of Voice simply catapulted to glory.

3. Now, Talk To Your Audience:

So, now that there is sufficient ‘talk’ about your brand on the social, the next step is engaging with your audience. Do they appreciate your social content – like it, share it, retweet or repin it? Then, go ahead, thank them. Tell them you appreciate their efforts. Similarly, are there dissatisfied or disgruntled customers complaining about poor service? Then, get in touch with those customers immediately, assure them that you’ll resolve the issue and keep your word. 

Good and effective customer service never goes unnoticed or unappreciated on the social.
Thus, the key to increasing a brand’s SoV lies in giving engaging content to your audience, then building an honest engagement with your audience and finally, to measure and monitor your SoV to identify the highs and lows of your social media engagement efforts.

What were your strategies for increasing your brand’s Share of Voice? Tell us in the comments below.

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