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References to 'big data' have by now become commonplace in both the public debate and in scientific research, and also in sociological research new forms of large scale digital data are increasingly important. This article aims to provide an overview of the role and relevance of such new forms of data for sociological research. Using examples, I illustrate that these data allow for answering existing sociological questions in new ways, but also trigger new questions. Next, I sketch the opportunities that new digital data offer for the development of new methods and theory, as well as the most important drawbacks of big data. Finally, I argue that, so far, sociology as a discipline has failed to take full advantage of the opportunities that new digital data offer, and as a result risks losing relevance as compared to other field as well as private commercial parties. I conclude with some suggestions to alleviate this situation. [ABSTRACT FROM AUTHOR]