Power of Story

“Facebook: Unfriend Coal” (video via youtube.com)

Clever, clever, clever! A slightly annoying yet surprisingly compelling digital story about Mark Zuckerberg (the face behind Facebook), his web progeny’s appetite and the dietary choices Zuckerberg makes for said progeny. I’ll leave the conclusions up to you, but take a moment to experience this digital storytelling gem.


Activist efforts to green social networking giant Facebook appear to be gaining traction. Corporations around the world are watching and learning from Facebook, not just how to grow a business in record time, but how to respond to global pressure from the very social network you’ve created. Tolerance and dialogue are key, but so is weighing and responding to the needs of your constituents. The following stories are a good barometric reading. What will tomorrow bring?

  • Facebook Under Pressure to Be Greener “Facebook, the giant social networking site, is under fire from Greenpeace International, the environmental campaigner, over its construction of a data center in Prineville, Oregon, that will be powered by PacifiCorp, a company that gets 58 percent of its energy from burning coal…”
  • Facebook Saves Face, Joins Verizon, Sony, Microsoft in Green Coalition “Facebook is the latest digital giant to join the Digital Energy Solutions Campaign (DESC), a nonprofit launched in 2008 that brings together leaders in the information technology industry to work on environmental and energy consumption issues. The social network joins Intel, Verizon, Sony, Cisco, AMD, Microsoft, and Hewlett-Packard in the campaign, which works on sustainable best practices for large technology companies…”
  • Facebook Kicks Off A Weak Green Offensive “Facebook has been repeatedly called out for not doing enough to promote renewable energy for its new data center, so what is the massive social network doing with this public relations dilemma? Launching its own Facebook page and joining groups to demonstrate its green cred, of course…”
  • Facebook friends the environment … or does it?“Facebook announced today it’s going green. The social networking giant unveiled “Green on Facebook,” [and] … joined the Digital Energy Solutions Campaign, a group that works on public policy and setting standards for energy efficiency. In a way, the move marks Facebook’s position as a top, global company — it’s certainly trendy, if not mandatory, for all large, big-name companies to sign onto green initiatives…”
  • Facebook enlists in pro-green coalition “Facebook on Thursday unveiled “Green on Facebook,” a page dedicated to spreading environmental awareness and other “green” news, and in tandem announced its participation in the Digital Energy Solutions Campaign (DESC), a nonprofit coalition of large technology companies and trade groups designed to solving the problems of environmental degradation and energy consumption. It’s organized by the Information Technology Industry Council…”
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