Be social; consider others

MTV is using the new Flux social networking platform to gather a community of activism-minded young adults, reports CNET.

The ThinkMTV social network aims to bring together people interested in making a difference on a variety of issues. The network is seen as an off-shoot of the "Just Cause" study of the importance people placed on social activism.

ThinkMTV was launched quietly last week, with few of its existing features present. The community is built on Flux, which also launched last week. Flux is based on the framework of Tagworld, a recent Viacom acquisition.

MTV plans to use the Flux software to build social network communities for most of its entertainment brands.