Social network analysis (SNA) is a powerful research method from the social sciences with many practical applications for businesses, especially when looking at social media data. When users on social media platforms interact with each other by commenting, mentioning or replying to other users, network connections are created that can be analyzed and visualized for a variety of insights. While SNA once required advanced mathematical and software skills, today, this approach is accessible to non-programmers. The network analysis tool NodeXL allows the combination of network and content analysis to identify the shapes of networks, their divisions, related key topics, sentiment and influencers. This Deep Dive session provides an overview of the core concepts of SNA and demonstrates these theories through practical case studies with network data from Twitter, Facebook and Youtube.