As I mentioned today, here is a marketing guy's take on how to conduct ethnography within the Internet environment. He is currently here at UW and I hear he's somewhat approachable if anyone wants to contact him. He's done some interesting, what I call quasi-ethnogrphy work, gonzo enthnography in exploration of consumers who choose to be "off the grid" at Burning Man as well as ethnographies of fan cultures like the Star Trek Fan Club.
Anyway, here's his framework which I found beneficial, although not extremely enlightening, when I was doing some internet ethnography on punk-themes message boards.
Kozinets, R. V. (2002). The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities. Journal of Marketing Research, 39, 61-72.
I couldn't get at it through Proquest but if anyone is interested I have a printed copy they could copy.