In computer systems design, ethnomethodology is seen as a form of ethnography that emphasises situated work practices and the workplace. However, designers have increasingly taken an interest in developing systems to support non-work matters such as social networking, gaming, and fun, and non-work settings such as the home. Some have, therefore, suggested that ethnography driven by interests in work practice is not relevant for these nett, developments because they do not involve matters of work, and that, consequently, a new form of ethnography is required. This paper critically addresses this argument and contends that ethnography can be analytically grounded in ethnomethodology as a ubiquitous method for building 'the social' into systems design. (C) 2012 Published by Elsevier Ltd.