Share of Conversation
01 Definition
Share of Conversation meaning: Your brand's portion of all social mentions within a defined topic or competitor set.
Share of conversation measures what percentage of relevant social mentions name your brand compared with competitors or a topic. You divide your mentions by total mentions in the set. It reflects visibility in discussion, though it does not judge whether that talk is positive.
Why it matters
How Share of Conversation fits the work
Share of conversation shows how much of the relevant social chatter belongs to your brand, helping benchmark presence against competitors over time.
In context
Of 5,000 mentions across the coffee category last month, the brand drew 750, a 15 percent share of conversation.
Practical note
Mention volume alone ignores tone, so a high share can include complaints or a crisis. Pair it with sentiment, and define the topic and competitor set clearly.