Greenpeace Unfriend Coal Campaign and Facebook

GREENPEACE’S UNFRIEND COAL CAMPAIGN AND FACEBOOK

Case Background:

After announcing its expansion in 2010, Facebook is confronted with critics from Greenpeace. The NGO Greenpeace found fault with the energy supply from the new Data Center of Facebook in Prineville, Oregon. Greenpeace already has gained a lot of public support on the issue through its Facebook page and a YouTube video, both of which have got a huge number of followers. So Facebook is under a public pressure to resolve this issue without endangering its ongoing  plans for the facility and losing its follower while experiencing reputation change.

Objective:

To come up with possible action strategies for Facebook regarding the campaign of Greenpeace.

Situation Analysis

Benefits of the Project to the society

• Economic recovery for Oregon, project would act as a big “open for business sign” for other companies as well.
• Facebook claim of being the most efficient center in the world with a PUE ratio of 1.15.
• Employment opportunities for people in Oregon.
• Cooler climate and higher elevation of Prineville, Oregon: Airside economizer system could be used most of year: better energy efficiency and significant operating cost savings.

In favor of getting involved with Greenpeace to come up with a solution

• Promoting Solutions: Greenpeace does not only identify the environmental problems but also to provide research, solution development and concrete steps to improve the environment.
• This involvement strategy will display the Corporate Social responsibility of Facebook. This would act as a channel for Facebook to promote their action because Greenpeace has a huge fan following everywhere (even on its Facebook page).

Problem Diagnosis

Symptom:

Response by Schnitt (lengthy blog post on Greenpeace’s website)

Inference:

Facebook is definitely bothered by the ongoing defamation of their name.

Working hypothesis:

The action plan needs to consider that fact that it should safeguard the reputation of Facebook.

Symptom:

Letter by executive director of Greenpeace to Zuckerberg (Facebook CEO)

Inference:

Greenpeace is a non-violent organization who does not really just want to accuse Facebook but would also like to provide alternative solutions to it.

Working hypothesis:

The action plan needs to consider the fact that Greenpeace is not really against Facebook but against the problem of coal energy supply and its future effects on the environment.

Problem Statement :  There is a need to come up with an action plan for Facebook so that it could go on with its current plan of operation at Prineville Data Center without harming its image in the society.

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