Here are a few metrics that shed light on the health of your organization:

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A screenshot of a Tweet where the brand brooklinen is mentioned but not tagged, and a response from Brooklinen on the Tweet.

Social listening also empowers you to identify common keywords mentioned alongside your brand. This makes it easier to better understand if those mentions signal feedback, a brand breakthrough or a brand crisis.

A screenshot of the Sprout Word Cloud that shows popular keywords mentioned around a topic using Sprout's social listening tool.
Share of Voice
Share of voice (SOV) shows you where your brand ranks uk b2b leads in the market compared to competitors. This helps you better understand how much of the industry conversation your brand dominates.

Share of voice information is typically measured by analyzing real conversations happening through the social space. This helps you understand when customers recommend your brand, or when they pick other brands over yours.

Share of voice is calculated by dividing your brand metrics (or measures) by the total market metrics. The metric you choose to plug in will depend on your goals—but mentions on social will be most relevant for social teams.

This is tricky information to source manually, so an automation tool, like social listening, is helpful.

Sprout Social Listening Dashboard showing a circular graph that plots out a brand's share of voice versus several competitors.
Social media engagement metrics
Engagement is a big umbrella category to track. It’s also one of the most important.