This video publicly critiqued the environmental sustainability of Facebook's decision to build a brand new data center, its primary objection being the fact that the new facility would be linked to a local utility provider that furnished electricity chiefly from the burning of coal, one of the biggest sources of global warming. This video was just the latest of a number of actions, commenced by Greenpeace eight months earlier, immediately following the choice to construct the new facility of Facebook.
Greenpeace had dubbed these actions the "Unfriend Coal Campaign," which now had 500,000 followers and had generated numerous media reports. Greenpeace's goal was to force Facebook by leveraging Facebook's own social media against the company, into embracing cleaner energy policies. As Facebook had no plans to cease building the facility, the manager needed to figure out the best plan of action for Facebook to take in response to the mounting pressure from Greenpeace to be able to ease the increasingly negative interest from media and consumers.
PUBLICATION DATE: February 06, 2012 PRODUCT #: W12665-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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