What does "share of conversation" refer to?

"Share of conversation" refers specifically to the number of people who are actively discussing a brand across various social media platforms. This metric gives insights into brand visibility and the level of engagement among users regarding a particular topic or brand. Understanding share of conversation helps businesses gauge their presence in social media discussions and how effectively they resonate with their audience.

This concept is crucial for strategists as it not only reflects the audience's interest but also indicates potential areas for improvement in communication and engagement strategies. Monitoring the share of conversation allows companies to measure their reputation in the marketplace alongside competitors, providing a clearer picture of their overall influence in the social media landscape.