Social voice -- the number of mentions a brand receives and the conversations about it online and offline -- accounts for 10% to 54% of marketing impact, according to research from word-of-mouth-marketing consulting firm Keller Fay Group. The study also found that social voice is a major driver of organic search traffic and that every 10% increase in social voice corresponded to a sales increase of between 0.2% and 1.5%.

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