Michael Arrington’s review of Dotherightthing.com at Techcrunch a couple of days ago, clearly witness what an interesting market Actics is operating in. Dotherightthing.com is basically a way for people to raise awareness about companies’ social impact both good and bad through user submitted stories. By addressing the social impact of companies, dotherightthing resembles Actics and it is no secret that we will launch a medium to collectively assess the social impact of companies at Actics.com shortly to compliment the more individual service of our widget.

Arrington’s comments on dotherightthing founders being hypocritical by being for-profit AND addressing social awareness, his rants about ’smugs’ fighting easy targets to promote their own self-righteous glory and the 67 comments divided app. 3/4 for dotherightthing is an interesting peek into web-sociology. How easily disagreements degrade into caricatures in online discussions when people are confronted with basic values. Just as much as some people hail the new web as a powerful democratic medium for structuring stakeholder power, the web is also inhabited by alpha-geeks that proudly dismisses corporate social responsibility, sustainability and other ‘lefty’ issues as political correctness. However, most of the commentators not blinded by extreme libetarianism have no problem in telling the difference between genuine social and environmental concern and mere ‘smug‘. All in all the dotherightthing discussion points to a bright future for reasonable civic action brought about by powerful social infrastructures like the web.

Go read the post and not least the comments. And good luck to dotherightthing.com