TakePart Launches a Social Action Tool for Publishers
TakePart.com, the digital network wing of Participant Media, announced Thursday a new tool for content publishers to help connect causes and initiatives — such as major disasters or world events — to user actions, ultimately aiming at spurring community action.
The TakeAction set of tools is essentially a series of embeddable widgets that publishers opt in to installing on their sites, auto-scanning content on a Web page and matching it to potential social actions users can take using other sites.
That’s a complicated way of saying that it gives people options to actually do something if there’s a way they can be involved in a major event. So, for example, say there’s a natural disaster of some sort (earthquake, tornado, what have you). TakePart’s new tech could auto-scan the publisher’s page to identify the type of content being shown — in this case, a disaster issue — and use the widgets to direct users to third-party sites where they could help victims of said disaster.
“Content is the driving engine of the action here,” said Karina Kogan, SVP at Participant Media. “Our tech allows any publisher on the Web that deals in social relevance to connect their content to action.”
Right now, TakePart’s platform deals in pledges, petitions and support-letter initiatives, but the company plans to add donations and volunteer sign-up opportunities to the list of social actions in the coming months.
