When performing social media netnography, it is helpful to show both the major themes and minor themes that emerge from analysis of online conversations. In the Figure²⁴ below, there is a “thematic network” showing the subthemes under each of the main themes. The network reveals the marked complexity that IBD patients face as they consider the risks and benefits of biologics and ultimately decide whether to start, change, or stop biologics. The next few pages will describe these themes in more detail and present quotes from representative online posts.