This article will explain how to perform Netnography using Social Bearing. This term ‘Netnography’ is an academic research process designed to examine conversations on the Internet. It stems from the word ‘ethnography’, which is defined as the study and systematic recording of human cultures and unsurprisingly the Internet (or net). Hence the word Net-(eth)-nography. Practitioners may use the term ‘mapping the digital landscape’ (well that’s what I called it before moving into academia).