Running a clean share-of-voice audit
It was the first of the month when a project-management tool ran the number that always stung: 9% share of voice in a field of four. Then they built the audit that fixed it.
The turn was rigor. Step one: define the conversation set — exact keywords, excluding your own brand handle noise. Step two: count mentions for all four players over the same 30 days, same filters. Step three: split by theme, because total share hides where you actually lose. Step four: weight by reach, not just count — one big account beats fifty small.
The theme split revealed they had 4% voice in 'integrations' but 19% in 'ease of use.' They stopped fighting on integrations and doubled down on simplicity. Overall share rose to 15% in two months.
The takeaway: a single share-of-voice number is a vanity metric. Split it by theme and weight it by reach, and it becomes a map of where to fight.
Signal & Noise
@thesignalnoise
Running a clean share-of-voice audit
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