I study phenomena related to electronic communication and social influence effects in online media within and outside the organization with a mixed methods approach that blends quantitative, qualitative and network analytical methods. Example topics include the implementation/appropriation of social media, online participation, framing electronic discourses (e.g. from a management perspective), information transfer, dissemination processes or bottom-up community emergence as a part of knowledge management initiatives. One special methodological focus is on developing an event-driven method for dynamic network analysis (see the corresponding software www.commetrix.net). It enables research into emerging structures and dynamic processes of networking among people.