I could be sorely mistaken because I haven't looked up any scholarly articles before saying something, but I get an impression that sociology of the internet is a wide open space right now to be organized. With an MA in Applied Sociology I totally think you would be a great pioneer! I'm positive you've looked into collective behavior, maybe see if there are any correlations between mainstream issues that are publicized and easily accessible social media touching on them? I would think movements on the internet would have to touch moral issues, evoking emotions per society, so possibly there could be buzzwords that attract people to movements and how effortless it is for people to participate? At least in America I believe easy-peasy + media coverage = participation.

Other countries that are going through revolutions would be fascinating, if I recall correctly Athens, Greece used social media to being their protests and the government had to cut the internet off to slow down the information exchange within protestors.

Are you planning on looking into internet forums at all? That would be interesting.

I definitely think you'll get something if you look at what the media's blowing up, and whatever social media outlet is easiest to use. A good instance to look into would be the Ferguson ordeal going on, there's got to be all kinds of connections to be made. I realize I'm just giving you ideas to play with, but with how new the net is to regular use I'm positive this is an area full of new opportunity.

Isn't that exciting?! Good luck and I hope people will continue to dig you up content that will assist you and that you have fun!