Avoid common pitfalls that make competitive share of voice comparisons misleading.
Define a fair comparison set
Share of voice only works when the competitors are in the same category and the same time window. If the comparison set shifts every month, the metric becomes noise.
Make the list explicit and keep it stable for a quarter unless there is a clear market change.
Weight by quality
All mentions are not equal. A single mention in a priority outlet can matter more than ten mentions in low reach sources. Introduce a quality weighting to keep the metric honest.
Quality weighting can be simple: tier outlets into three levels and assign a multiplier.
Report the context
Share of voice is most useful when paired with a short narrative: what changed, why it changed, and what actions were taken as a result.
Numbers alone rarely drive decisions. Context does.