Social media are no longer just a private medium for communication. For the last years, a growing number of processes in enterprises are getting penetrated. To prepare students for the enterprises' requirements it is necessary to familiarise them with current developments in the corporate processes. We assume that the knowledge about concepts and technologies of social media can best be developed if they are used both as a learning content and as a learning style within learning activities. Based on an innovative blended learning arrangement with electronic lectures (e-lectures) and problem based case study work in the virtual classroom, this paper develops a research design to identify success metrics of e-lectures and to discuss the utility of e-lectures for problem based case study work, thus supporting our assumption. Application background is the project "Social Media Communication" (duration 07/2010 - 12/2011) that is sponsored by the European Social Fund (ESF No. 080949279).