DotheRightThing.com offers a new bullhorn for consumers to report and rate the positive and negative impacts that companies are making everyday.

With a Digg-style news story sharing interface, users are encouraged to share news and stories about companies while simultaneously rating how a particular item is contributing to the world in a positive or negative way.

Nearly 80 companies, from Apple to Patagonia to Wal-Mart, have been rated and reviewed by this small but growing community of users. Though this site is less than a year old and its overall body of ratings is limited, it offers interesting insights into how John Q. Public feels about the impacts of a corporation's actions on social and environmental issues.

Regardless of the ultimate success of DotheRightThing.com, this obvious extension of online social media provides a new activist voice for the Internet masses that could one day provide meaningful and measurable data that truly impacts the actions and financial performance of corporations.

One day in the future, could such social and environmental ratings prove to be as important to investors as Hoovers and Reuters financial data? And for public relations, won't maintaining high ratings on such sites be a key advisory service that agencies provide for clients? We'll soon see.