Configure X Share of Voice
Share of Voice uses an X listening source for each brand or competitor you want to compare.
To create one:
Go to Add listening source.
Select the relevant X asset.
Give the listening source a clear name (like the competitor name)
Under Choose how to use this source, select Track competitors.
Build and save your X query.
Select:
Track competitors
Analyze → Competitors
This tracks how much conversation the query generates and how that volume changes over time.
📌 Note: You do not need to collect the matching posts themselves to use the query for competitor analysis.
When to select Track posts to monitor
You can also select:
Track posts to monitor
Engage → Outbound
Use this when you want BrandBastion to collect the individual posts matching the query so your team can monitor them in Engage.
If you select both options:
Track competitors powers competitor and Share of Voice analysis.
Track posts to monitor also collects matching posts for monitoring.
Collected posts count toward your conversation limit.
You should have both selected for your own brand query, for example.
💡 Tip: If your goal is only to measure Share of Voice, select Track competitors without Track posts to monitor. This lets you analyze conversation volume without using your conversation limit to collect each matching post.
Associate the source with a brand or competitor
Once the listening source is available, associate the X query with the relevant brand or competitor in Manage Brands & Competitors.
Each brand or competitor included in X Share of Voice needs its own configured X query.
A listening source already assigned to another brand or competitor cannot be assigned again.
Build queries consistently
Share of Voice compares the volume returned by each configured query, so query design directly affects the comparison.
Keep equivalent rules consistent across brands where appropriate, such as:
Language filters
Keyword structures
Retweet exclusions
Reply exclusions
BrandBastion uses each query as configured and does not broaden or modify it for Share of Voice reporting.
Understand the Share of Voice table
For every configured brand or competitor, BrandBastion shows:
Brand
Share
Mentions
Your own brand is identified with a You badge.
Share of Voice is calculated as:
Brand mentions ÷ total mentions across all compared brands × 100
All compared brands use the same selected date range.
Track mentions over time
The Mentions over time chart shows one line per compared brand.
Use it to identify:
Changes in conversation volume
Competitive spikes
Periods where your brand gains or loses conversation share
Campaign or event-driven changes
Days with no matching mentions are shown as zero.
Brand colors remain consistent across the comparison table and chart.
📌 Note: X Share of Voice is based on matching conversation volume. Counts may differ slightly from results returned through other X search experiences because of differences in how X processes and filters search data.