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Why Law Firms Need to Know About the 'Excess Share of Voice' Rule

Every time a brand is mentioned in the media, authors an article, posts on social media or runs a series of ads, a conversation is happening. The conversation is amplified when the audience engages by sharing the article, commenting on the social media post or clicking on the ads. All of this activity results in a certain share of voice.

7 minute read April 01, 2021 at 12:11 AM
By
Michelle Calcote King
Why Law Firms Need to Know About the 'Excess Share of Voice' Rule

There's a well-known principle in business-to-consumer (B2C) marketing: Brands that have a higher "share of voice" than their "share of market" will grow. This is called the "excess share of voice" (ESOV) rule.

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