Researchers’ interest in the methodology of digital memory studies is growing, with

much of the recent discussion focused on quantitative and computer-assisted digital

methods. These approaches promise more effective and systematic ways of investigat-

ing large amounts of data that go beyond the limits of current digital interfaces. How-

ever, this article offers a methodological contribution to the field by instead discussing

the potential of qualitative methods. It builds on experiences from netnographic and

interview-based research involving memory practices in Facebook groups and argues

that a reflexive approach is fruitful for making the affordances of the platform part of

qualitative investigations. The article further argues that the methodological concept

of rhythm enables a systematicity that is non-linear and therefore useful in following

the messiness of ongoing memory practices. In addition, how qualitative methodolog-

ical approaches can be useful for exploring the hybridity of contemporary memory

practices is discussed.