Greenpeace and Facebook Case Analysis

BSEN 777 Case Analysis: Greenpeace's Unfriend Coal Campaign and Facebook

In 2010, Greenpeace launched a social media campaign against Facebook, after learning the popular social media website planned to build a new data center powered mainly by coal-based energy. The NGO pressured Facebook to adopt cleaner energy policies and set an example for the rapidly growing technology industry.

Greenpeace used Facebook's own social media network to leverage consumer pressure against the company. The "Unfriend Coal" campaign mounted an environmental initiative on Facebook's lap, using Facebook's own branding language to encourage users to "follow" or "like" the Greenpeace group page. Greenpeace used its Facebook site to provide ongoing information as the online campaign continued.

Greenpeace later published online a letter previously sent to Facebook CEO Mark Zuckerberg. In the letter, Greenpeace Executive Director Kumi Naidoo expressed concerns about Facebook's recent decision to double the size and energy demand of its new data center. Zaidoo argued that given Facebook's tremendous growth, the company has an essential global responsibility to influence the deployment of clean energy. Naido aptly indicated that Facebook's environmental policies have yet to be articulated, inviting the company to disclose its environmental goals and growth plans.

Greenpeace escalated its campaign efforts by publishing a viral YouTube video to educate the public in a more engaging and memorable way. The "So Coal Network" video sold a David versus Goliath story, featuring an animated video narrated by a child. Over 200,000 people viewed the video in the first week alone.

Among these tactics, Greenpeace's video represents the most significant threat to the Facebook brand. Making a concise, flashy and accessible video is one of the most effective viral marketing techniques that any organization can use. Online media campaigns tend to travel very quickly to captive audiences....