On social media, SOV is measured by focusing on organic channels, which consists of taking into account mentions of the brand and competitors.
The best part is that taking organic channels into line database account is a very simple process; it basically involves tracking your brand's social activity, such as mentions, posts, and even the hashtags that identify you.
But to measure your SOV on social media, you need to use tools and metrics like Brand24, Hootsuite Insights, Brandwatch, and others. These tools will help you get a more accurate social media report.
Now, to calculate the SOV on social networks, it is necessary to apply the following formula:
Number of brand mentions ÷ Number of mentions of other brands in the same category = SOV %
However, you shouldn't forget that there are bots on social media that can mention your brand, but since they aren't real people, they can skew the results. Therefore, you can set certain restrictions for more realistic social monitoring.
Having an online presence and knowing how your social media advertising strategy is performing is one of the most important keys to success. Additionally, measuring SOV helps you understand the profile of your potential customers.