Traditionally speaking, share of voice (SOV) involves determining how big your share of advertising is in comparison to your competitors. The definition has now been widened to encompass all online platforms. SOV helps you gauge your brand visibility and how much you dominate conversation in your industry.
You can calculate your share of voice by dividing a target metric that represents your brand by the total in your market or industry. Simply multiply that number by 100 to get a percentage, or your market share.