Updated to add: And check out this cool online PDF text: Introduction to Social Network Methods.
Updated again (after this I'm going back to work): I found a nice site with a tool that's been applied in a bunch of domains and has links to articles on its application. Too bad the tool itself isn't available online and neither is the price. Site: Orgnet.com. See at the bottom the book chapter on voter turnout and voter choice analysed with social network tools: "It's the Conversations, Stupid! The Link Between Social Interaction and Political Choice," by Valdis Krebs, who seems to be the site owner and software author too. (He also has a bunch of white papers on organizational behavior, which look really fascinating.)