Watching Whether Companies DoTheRightThing.com
I headed over to the site to see who they are and discovered a digg-like community that rates companies positively or negatively based upon their actions.
The company was founded in 2006 by Ryan Mickle and Rod Ebrahimi and it appears their goal is to provide a platform of accountability for big businesses.
GoDaddy, Wal-Mart and Starbucks are among the current companies under the social microscope. Companies tracking sentiment analysis of their online reputation would be wise to add this site to the list.