Many knowledge-intensive organizations, such as educational institutions, technology developers, or professional services firms, depend on the ability of individuals to obtain information and ideas. Use of computer mediated communication (CMC) systems, including electronic mail, commercial on-line services, and the Internet, has the potential to vastly improve information flow. Thus, for many organizations, individuals' ability to obtain knowledge about CMC technology will remain an important issue as new services become available. Attitudes and knowledge can both play a role in adoption of innovations. Therefore it is important to understand how values regarding new technologies develop within organizations. In this paper, we apply existing theories of social influence and learning to these issues. We propose and test a model of the impact of social interaction, department structures, and broadcast media on the spread of knowledge and values regarding CMC systems