{"id":16397,"date":"2025-07-08T11:05:42","date_gmt":"2025-07-08T09:05:42","guid":{"rendered":"https:\/\/www.sortlist.es\/blog\/?p=16397"},"modified":"2025-07-08T11:05:47","modified_gmt":"2025-07-08T09:05:47","slug":"como-medir-share-of-voice","status":"publish","type":"post","link":"https:\/\/www.sortlist.es\/blog\/como-medir-share-of-voice\/","title":{"rendered":"\u00bfC\u00f3mo medir el Share of Voice en 2025? Gu\u00eda para agencias."},"content":{"rendered":"     \n    <div id=\"module_key_takeaways--block_5f0473bd8d2d0340910f959c538ce15f\" class=\"sl_custom_module module_key_takeaways is_preview\">\n        <div class=\"module_key_takeaways__wrapper\">\n            \n\n<h3 class=\"wp-block-heading\">Puntos clave:<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Share of Voice (SOV) mide tu visibilidad frente a la competencia en canales clave.<\/li>\n\n\n\n<li>Puedes calcularlo para SEO, redes sociales, PPC, PR y m\u00e1s.<\/li>\n\n\n\n<li>Existen herramientas autom\u00e1ticas como SEMrush, Brandwatch o Meltwater.<\/li>\n\n\n\n<li>Tambi\u00e9n puedes hacerlo manualmente con an\u00e1lisis de palabras clave, menciones y cobertura.<\/li>\n\n\n\n<li>Es esencial comparar resultados con benchmarks del sector.<\/li>\n\n\n\n<li>No confundir visibilidad con impacto: m\u00e1s voz no siempre = m\u00e1s conversi\u00f3n.<\/li>\n<\/ul>\n\n\n        <\/div>\n    <\/div>\n\n\n\n\n<h2 class=\"wp-block-heading\">\u00bfQu\u00e9 es el Share of Voice y por qu\u00e9 importa en 2025?<\/h2>\n\n\n\n<p>El <strong>Share of Voice (SOV)<\/strong> representa el porcentaje de presencia que tiene tu marca frente a la competencia en un canal determinado: buscadores, redes sociales, medios digitales, o incluso campa\u00f1as publicitarias. En un contexto saturado de mensajes, medir tu SOV permite entender si realmente est\u00e1s siendo visto \u2014y escuchado\u2014 por tu p\u00fablico objetivo.<\/p>\n\n\n\n<p>Para las agencias y marcas que forman parte de <a href=\"https:\/\/www.sortlist.es\/\" target=\"_blank\" rel=\"noreferrer noopener\">Sortlist<\/a>, conocer su <strong>SOV<\/strong> les ayuda a justificar inversiones en marketing, ajustar estrategias de visibilidad y, sobre todo, detectar oportunidades frente a competidores m\u00e1s o menos activos.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div id=\"module_call-to-action--block_2f1ae4b97f9bed75f1c756167ed1e594\" class=\"sl_custom_module module_call-to-action align_text_left\">\n    <div class=\"module_call-to-action__wrapper\">\n        <h4 class=\"js-texte-typing\">Toma la decisi\u00f3n correcta                            <span class=\"js-texte-typing-text\"><\/span>\n                    <\/h4>\n        \n        <p>Descubre las mejores agencias de marketing para calcular tu SOV<\/p>\n\n        \n            \n                <span class=\"js-ga-gutenbergBlock-callToAction btn btn-blue\" target=\"_blank\" rel=\"nofollow noopener\" data-o=\"aHR0cHM6Ly93d3cuc29ydGxpc3QuZXMvbC9lc3BhbmEtZXM=\">Encuentra tu agencia ideal<\/span>\n\n            \n            <\/div>\n<\/div>\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Herramientas autom\u00e1ticas para medir el Share of Voice<\/h2>\n\n\n\n<p>Aqu\u00ed algunas soluciones que te permiten automatizar el c\u00e1lculo y seguimiento de tu SOV:<\/p>\n\n\n\n<p><strong>SEMrush o Ahrefs:<\/strong> para analizar SOV en SEO (ranking de palabras clave vs competidores).<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2145\" height=\"1177\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image.png\" alt=\"SOV Ahrefs\" class=\"wp-image-16399\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image.png 2145w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-768x421.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-1536x843.png 1536w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-2048x1124.png 2048w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-50x27.png 50w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-288x158.png 288w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-576x316.png 576w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-339x186.png 339w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-678x372.png 678w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-373x205.png 373w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-746x409.png 746w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-691x379.png 691w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-1382x758.png 1382w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-973x534.png 973w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-1946x1068.png 1946w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-1048x575.png 1048w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-478x262.png 478w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-956x525.png 956w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-516x283.png 516w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-1032x566.png 1032w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-680x373.png 680w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-1360x746.png 1360w\" sizes=\"auto, (max-width: 2145px) 100vw, 2145px\" \/><\/figure>\n\n\n\n<p><strong>Brandwatch o Talkwalker:<\/strong> seguimiento de menciones de marca y sentimiento en redes sociales.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"916\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-1.png\" alt=\"Brandwatch SOV\" class=\"wp-image-16400\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-1.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-1-768x687.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-1-50x45.png 50w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-1-288x258.png 288w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-1-576x515.png 576w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-1-339x303.png 339w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-1-678x606.png 678w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-1-373x334.png 373w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-1-746x667.png 746w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-1-691x618.png 691w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-1-973x870.png 973w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-1-478x428.png 478w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-1-956x855.png 956w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-1-516x462.png 516w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-1-680x608.png 680w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><strong>Meltwater:<\/strong> cobertura medi\u00e1tica, relaciones p\u00fablicas y visibilidad frente a competidores.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1080\" height=\"720\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-2.png\" alt=\"Meltwater SOV\" class=\"wp-image-16401\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-2.png 1080w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-2-768x512.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-2-50x33.png 50w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-2-288x192.png 288w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-2-576x384.png 576w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-2-339x226.png 339w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-2-678x452.png 678w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-2-373x249.png 373w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-2-746x497.png 746w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-2-691x461.png 691w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-2-973x649.png 973w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-2-1048x699.png 1048w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-2-478x319.png 478w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-2-956x637.png 956w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-2-516x344.png 516w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-2-1032x688.png 1032w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-2-680x453.png 680w\" sizes=\"auto, (max-width: 1080px) 100vw, 1080px\" \/><\/figure>\n\n\n\n<p><strong>Sprinklr o Hootsuite Insights:<\/strong> dashboards sociales y benchmarking de marca.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1228\" height=\"528\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-3.png\" alt=\"Hootsuite SOV\" class=\"wp-image-16402\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-3.png 1228w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-3-768x330.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-3-50x21.png 50w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-3-288x124.png 288w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-3-576x248.png 576w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-3-339x146.png 339w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-3-678x292.png 678w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-3-373x160.png 373w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-3-746x321.png 746w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-3-691x297.png 691w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-3-973x418.png 973w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-3-1048x451.png 1048w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-3-478x206.png 478w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-3-956x411.png 956w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-3-516x222.png 516w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-3-1032x444.png 1032w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/6\/2025\/07\/image-3-680x292.png 680w\" sizes=\"auto, (max-width: 1228px) 100vw, 1228px\" \/><\/figure>\n\n\n\n<p> La ventaja: te permiten obtener datos actualizados en tiempo real con paneles visuales y exportables para presentaciones.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">M\u00e9todos manuales para calcular el Share of Voice<\/h2>\n\n\n\n<p>Si prefieres o necesitas hacer el an\u00e1lisis de forma m\u00e1s artesanal (por ejemplo, para auditor\u00edas puntuales o marcas peque\u00f1as):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Contar menciones en prensa, blogs o redes sociales<\/strong> de forma directa.<\/li>\n\n\n\n<li><strong>Estimar impresiones o participaci\u00f3n<\/strong> en campa\u00f1as comparando inversiones.<\/li>\n\n\n\n<li><strong>An\u00e1lisis de resultados en buscadores<\/strong>: comparar tu ranking org\u00e1nico en palabras clave clave frente a la competencia.<\/li>\n\n\n\n<li><strong>Benchmarking de campa\u00f1as<\/strong>: revisar el volumen y visibilidad de acciones similares en tu sector.<\/li>\n<\/ul>\n\n\n\n<p>Aunque m\u00e1s laborioso, este enfoque puede aportar contexto cualitativo que las herramientas autom\u00e1ticas no detectan.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Indicadores clave que debes observar<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>% de impresiones<\/strong> frente al total del mercado (SEO\/PPC).<\/li>\n\n\n\n<li><strong>Volumen de menciones<\/strong> en comparaci\u00f3n con tu competencia directa.<\/li>\n\n\n\n<li><strong>Alcance total <\/strong>estimado vs campa\u00f1as similares.<\/li>\n\n\n\n<li><strong>Engagement<\/strong> generado por contenido propio vs externo.<\/li>\n\n\n\n<li><strong>Sentimiento de marca<\/strong> (positivo, neutro o negativo).<\/li>\n\n\n\n<li><strong>Visibilidad<\/strong> por canal (social, web, prensa, etc.).<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Errores comunes al medir el SOV<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>No segmentar por canal<\/strong>: agrupar redes, SEO y PR puede generar confusi\u00f3n.<\/li>\n\n\n\n<li><strong>No considerar la calidad<\/strong> de la visibilidad (un art\u00edculo negativo tambi\u00e9n cuenta como menci\u00f3n).<\/li>\n\n\n\n<li><strong>Basarse solo en datos cuantitativos<\/strong>: no todo lo que se menciona impacta de forma positiva.<\/li>\n\n\n\n<li><strong>Compararse con marcas que no son competencia directa<\/strong>, lo que distorsiona los resultados.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Ejemplo pr\u00e1ctico: IA vs an\u00e1lisis humano<\/h2>\n\n\n\n<p><strong>Caso IA con SEMrush:<\/strong> Una agencia analiza su visibilidad SEO y detecta que lidera con un 38% de SOV en su nicho. Act\u00faa r\u00e1pidamente reforzando contenido donde no tiene cobertura.<\/p>\n\n\n\n<p><strong>Caso humano:<\/strong> Un equipo de comunicaci\u00f3n analiza manualmente las menciones en medios tras una campa\u00f1a. Descubren que, aunque no son mayor\u00eda, el tono de sus apariciones es mayoritariamente positivo frente a la competencia.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Mirando al futuro: \u00bfc\u00f3mo evolucionar\u00e1 el Share of Voice?<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>IA predictiva<\/strong>: herramientas como Sistrix y <a href=\"https:\/\/www.sortlist.es\/blog\/chat-gpt-4-todo-lo-que-necesitas-saber\/\" target=\"_blank\" rel=\"noreferrer noopener\">ChatGPT<\/a> ya permiten anticipar evoluci\u00f3n del SOV.<\/li>\n\n\n\n<li><strong>An\u00e1lisis multimodal<\/strong>: imagen, audio y v\u00eddeo tambi\u00e9n ser\u00e1n cuantificables en t\u00e9rminos de visibilidad.<\/li>\n\n\n\n<li><strong>Integraci\u00f3n con performance marketing<\/strong>: no bastar\u00e1 con saber si te ven, sino si esa visibilidad convierte.<\/li>\n\n\n\n<li><strong>SOV conversacional<\/strong>: medir presencia en asistentes de voz, rese\u00f1as en marketplaces y apps.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusi\u00f3n: <\/h2>\n\n\n\n<p>Medir tu Share of Voice no se trata solo de contar menciones. Se trata de entender si tu marca est\u00e1 en la conversaci\u00f3n que importa, en el canal correcto y con el tono adecuado.<\/p>\n\n\n\n<p>En Sortlist te ayudamos a conectar con agencias que pueden potenciar tu visibilidad, ayudarte a medir tu posicionamiento y mejorar tus resultados en cada canal.<\/p>\n\n\n\n<p>\u00bfQuieres mejorar tu Share of Voice? <a href=\"https:\/\/www.sortlist.es\/l\/espana-es\" target=\"_blank\" rel=\"noreferrer noopener\">Explora agencias especializadas en marketing digital en tu sector<\/a>.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00bfQu\u00e9 es el Share of Voice y por qu\u00e9 importa en 2025? El Share of Voice (SOV) representa el porcentaje de presencia que tiene tu marca frente a la competencia en un canal determinado: buscadores, redes sociales, medios digitales, o incluso campa\u00f1as publicitarias. En un contexto saturado de mensajes, medir tu SOV permite entender si [&hellip;]<\/p>\n","protected":false},"author":257,"featured_media":16403,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_sb_is_suggestion_mode":false,"_sb_show_suggestion_boards":false,"_sb_show_comment_boards":false,"_sb_suggestion_history":"","_sb_update_block_changes":"","content-type":"","om_disable_all_campaigns":false,"footnotes":""},"categories":[72],"class_list":["post-16397","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00bfC\u00f3mo medir el Share of Voice en 2025? 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