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Zero to 100,000: Social Media Tips and Tricks for Small Businesses by Dean Anthony Gratton, Sarah-Jayne Gratton

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11. Step 2: Understand and Build Your Social Media Voice

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Understanding Share of Voice and Sentiment

To find your social media voice, you first need to clearly understand its impact within the social media spectrum and the emotions or sentiment that might be attached to it. All this can be tracked and is referred to in social media terms as your Share of Voice (SoV). It’s the conversations going on about your brand versus your competitors or your business sector in general. Likewise, sentiment refers to the amount of emotion attached to each mention made. You can calculate and monitor both SoV and sentiment through the information gleaned by using ...

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