I am also in Sweetser's PR Research class, and I am doing a group research project on the adoption of social media tools by PR practitioners. One of the references that we used was really interesting and I thought that I would share it with you.
The title of the research paper is Web power: a survey of practitioners' World Wide Web use and their perceptions of its effects on their decision-making power. By: Lance V. Porter and Lynne M. Sallot
You can read the full text on the UGA Library's website through E-journals.
You can also listen to my overview of the research here.