One can say that the web has been social for quite a while, but what we want to talk about today is the recent phenomenon of more and more people wanting to “do good” on the web instead of just “make money and get out”.

Several websites and networks aiming at improving society  and the environment have received wide attention in the last year virgance, come to mind.

This makes us all the prouder to have contributed early testing and strategic planning for IfWeRantheWorld.com;

Some think that raised awareness of sustainability, social issues and taking an active stance are merely a consumer fad.

We see it as a continuing shift in global human consciousness from the consumer to the creator and provider model.

In fact, Obama, who has won over the young voter demographic with appeal to exactly the above hope for change and a brilliant online campaign strategy, is now providing a rude awakening : hoping for Change is not enough.

One must be an active facilitator and participant of change.

The informatization of society has allready facilitated better self-organization, and many young people today are using cellphones and social networking sites to organize and unite, the G-20 protests being a good latest example.

However, achieving goals and making them quantifiable for the average human, without turning them into a bureacrat remains a daunting tasks.

Nathan Shedroff , with his book Design is the problem, sums it up.

What we think makes IfWeRantheWorld.com stand out is that it is the Getting Things Done of social improvement- there is a specific next step, a “liquidity of goodness”.

And improvement you can assess and measure is improvement you can keep.