You could also look at what Upworthy is doing: a "mission-driven" company engineering viral content for the purpose of promoting social awareness and other things they find to be generally healthy for society.
People overestimate the impact of the Internet, but they also underestimate it; I have a suspicion that the dissolution of traditional mass media will make it easier for interest groups to influence the public sphere via social networks, using propagation techniques similar to those that Upworthy is currently harnessing. That's what I find fascinating about Upworthy: using social media marketing strategies to sell ideas instead of products.
People overestimate the impact of the Internet, but they also underestimate it; I have a suspicion that the dissolution of traditional mass media will make it easier for interest groups to influence the public sphere via social networks, using propagation techniques similar to those that Upworthy is currently harnessing. That's what I find fascinating about Upworthy: using social media marketing strategies to sell ideas instead of products.