That's why I like word clouds. Obviously they are not an exact science but what they do do is visually show emphasis or rather frequency of any string of words you choose to enter. As a result they can be useful tools.
- If you use them to scan your supporter comments each month. They could highlight some interesting trends: what supporters are liking, what they're not, themes, word's they are associating and using to describe your organisation and thus you will be able to see whether the prevalent words match what you think you are communicating.
- As a filter to see how supporter focused your own communications are. Is the biggest word that appears in the copy word cloud your organisation's name rather than those words relating to your supporters or the beneficiaries of your work? If so, your copy could probably do with a little bit of work.
- See whether your social media conversations are highlighting your organisation's priorities? or are multiple tweets and facebook posts concentrated on too many themes or one less than supporter engaging topic?
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