The aim of this article is to propose an alternative research approach to improve communication to stakeholders by analyzing user-generated content using a sequential analysis, which combines content analysis, to extract information about the desired concepts, and correspondence analysis, to obtain a representation of the proximity between these concepts and their relationships. The proposed approach is applied in GM Fastlane corporate blog as an example of the potential use of re-expressing unstructured data in a more accessible graphical format to facilitate its interpretation as well as the detection of main underlying relationships. Another advantage of the proposed approach is that it may help not only big organizations, but also small and medium sized companies to understand the power of user-generated content as a valuable source of ideas and opportunities for improvement based on what stakeholders really want. Moreover, when organizations identify the most important topic relationships within users-generated content classified by stakeholders, they can improve their communication strategies to increase loyal customers and suppliers in the future.