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Illustration of container security concept for share of voice blog post

Who Has the Top Share of Voice for Container Security?

April 6, 2017 - Share of voice - , , ,
By: Turner Sblendorio

A few weeks back the Fixate.io team introduced a metric to measure influencer marketing impact through share of voice and engagement via Fixate’s Re:each platform. In this post we introduce our first rankings in the topic area of “container security.”

Here are the organizations that held the greatest share of voice in the container security space during Q1 2017:

1. Docker

Editorial comment: It’s nearly impossible to have a conversation about containers and not mention Docker. While they are not the only container service on the market (Ubuntu LXD, RedHat Ansible and CoreOS Rocket are other examples, to name just a few) Docker remains the industry standard and the clear leader for container services.

2.    Twistlock

3.   AWS EC2 Container Service

4.   CoreOS Clair

Editorial comment:  With the recent launch of a Docker alternative, Rkt, CoreOS has been able to increase its share of voice in all container topics.

5.    RedHat

Editorial comment:  As Rkt did for CoreOS, the launch of Ansible containers has put Red Hat in the thick of container conversations.

6.     Joyent Triton

Editorial comment:  Despite Joyent’s acquisition by Samsung, the company still enjoys a lot of container mindshare.

7.     Aqua Security

8.     Ubuntu

9.     Kubernetes 

10.  Tenable.io

How We Calculate Share of Voice

When calculating the SOV, we used several different metrics to compute a SOV score. The first was social media presence. We asked:

  • How often were people tweeting/talking about the company or product?
  • How many followers did they have?

Social media presence reflects how many users/customers the product has,  and it also gives a general feel for the reliability and functionality of the product.

The next step was determining how often a company was written about for this topic by a non-biased source on a popular web site. We narrowed this down to sites that are relatively unbiased (i.e., ones that do not engage frequently in publishing “pay-to-play” content). They include: Hacker News, Infoworld, TechCrunch, The New Stack and Engadget, as well as sites like Bloomberg and Forbes. The latter may be a little more biased, but they draw significantly more traffic than the others.

While certain companies (Red Hat, Docker, and AWS, to name a few) are significantly larger than the others and have established themselves as industry titans in various fields, it is interesting to note the presence that smaller startups can have in the industry despite the lack of a massive marketing/advertising budget.

We did not factor sentiment into our  formula. While negative press can reflect poorly upon a company or service, it is still part of the overall conversation and produces awareness.  
Want to learn more about how to increase your share of voice for your technical product? Contact us at Fixate.io and get heard above the noise.


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Turner is a Growth Hacker at Fixate.io