It’s important to remember what Evelyn said above about using share of voice wisely. Is it actually helpful to know that one of your competitors is generating more mentions than your brand, or that they have more followers?
A better way to approach share of voice might be to compare your brand with direct competitors in terms of the conversation relating to sustainability or price or the makeup of your audience if you’re trying to capture the attention of a specific group. It should all relate back to your overall goals.
If the goal is to be top-of-mind for consumers who are looking for great tasting pizza, or for pizza that’s value for money, it’s pretty simple to monitor how you compare to the competition.
In Brandwatch Consumer Research, that can be done in one of two ways.
1. Using keywords
Taking the example of value for money, you might search for phrases like “great value” or “lots for your money” etc, and instruct Brandwatch to categorize mentions including these words over time across your competitor set.
2. Using Custom Classifiers
Alternatively, you can train Brandwatch to recognize mentions that relate to value for money or great taste. All you’ve got to do is drag and drop ten or more mentions into a category, and Brandwatch will recognize mentions like them in future.