Share of voice (SOV) refers to the amount of engagement your brand receives within your target market. It also specifies the sentiment behind the engagement—that is, whether people feel positively or negatively about your company.
Most if not all companies and organizations seek to establish themselves in social media platforms such as Facebook, Twitter, and Instagram in addition to their official website. Online and social media performance tracking is meant to analyze the effectiveness of a company's social media presence. Are they generating new leads? Are they promoting brand awareness? These questions are important to assess the efficiency of the use of these social media platforms.