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08 Nov 2010 12:11:15

Facebook announces new green initiative

The social network launched a new “green” initiative that emphasizes energy efficiency measures and promotes green dialogue.
Facebook launched last week a new green initiative, both within the company and in the broader world, which is meant to have a big impact, especially after promoting the new focus to its half-billion-plus users. The social network is emphasizing energy efficiency measures, it has partnered a coalition of companies and NGOs focused on energy efficiency and has dedicated a Facebook page to green dialogue.
The new Facebook Green page, named Facebook.com/green, offers news and links to green stories around the web, as well as details on the company’s own internal green efforts.
Also, Facebook announced last week its second membership in the past two weeks in energy efficiency associations. Among then, the social network joined the Information Technology Industry Council’s Digital Energy Solutions Campaign (DESC), a coalition of tech companies and NGOs focused on developing and sharing best practices on energy efficiency.
Additionally, Facebook announced that it had joined the Alliance to Save Energy in a partnership that will involve using Facebook’s reach to help spread the word to businesses and individual alike about energy efficiency. This partnership also includes the launch of a new website sponsored by Dell, LivingEfficient.org, with much the same focus.
The announcements look at expanding Facebook’s work on green IT and energy efficiency while strengthening its green credentials
In a renewed push by Facebook, the three announcements attempt to both expand its work on green IT and energy efficiency, while strengthening its green credentials. Facebook engineers also have developed the previously unreported development code among the green programs featured on the Facebook Green page. Dubbed "HipHop for PHP," the code has apparently been put to use to reduce Facebook’s CPU usage by 50% while performing the same amount of work.
Also, included in its green initiative there are non-IT projects, like Facebook's in-house recycling and composting programs, its water conservation efforts, and its Google-esque subsidized transportation program.
Facebook’s green initiative seems to be approved by its membership, with over 9,000 fans already on Day One. However, it is still to be seen whether Facebook’s green communications will do anything to soothe Greenpeace on its ongoing campaign against the social network.
Greenpeace argues that Facebook should demonstrate that it is doing all that it can to power its rapid growth with clean energy instead of coal, as previously reported by Envido. The global campaigning organization said that it does not consider the three announcements done by the social network enough, and it would like to take Facebook's enhanced public discourse about green initiatives to mean that the company is bringing its environmental footprint into sharper focus.

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