Share of conversation tracks how often your brand is mentioned within your niche, compared to your competitors.
Share of voice vs share of conversation
While Share of conversation focuses on how often your brand is mentioned relative to others, Quota di voce (SOV) measures your brand’s visibility across media or ad channels. SOV includes paid and organic presence, while share of conversation zooms in on what people are actually saying. Both metrics complement each other—conversation tracks buzz, while voice tracks reach and investment.
How to interpret Share of conversation?
If your brand owns 30% of all mentions in your category, you’re leading the discussion. If that dips, it may signal lost attention or rising competitors.
Tracking share of conversation with EmbedSocial
- Monitor branded and competitor keywords;
- Analyze total and comparative volume;
- Visualize changes over time in a monitoring dashboard.
When to use this metric?
- During campaign launches;
- In competitive benchmarking;
- To evaluate market positioning.
