So that's what Liu is doing, one cat at a time. Through the Scratching Pad's Twitter, Instagram and Tumblr pages, the banker-turned-animal advocate is building a social media presence designed to fund his growing adoption agency; supporters can help out simply by following or liking Liu's profiles. It's an adorable way to do a good thing on behalf of animals, and it has an action step that most popular cat-content online lacks.
"Even if 10 million people see this picture of a cat it doesn't go anywhere," Liu said. "I wanted to make similar cat content but where the photo is featuring a cat that can be adopted -- so the cat is seen on the Internet, there's a social angle to it and lots of people see it, but the cat also gets a home."