A new partnership between Facebook, Opower and the National Resources Defense Council (NRDC) has the potential to significantly increase energy saving and awareness of energy usage. Together, they are releasing a social networking-based energy application that will “help consumers monitor, improve and compare their home’s energy usage with their friends and other Facebook users,” according to TechCrunch.com. Because of Facebook’s massive amount of users (currently over 800 million people), this app has the capacity to reach millions of people. In addition to Facebook users, Opower’s 60 + utility partners have the ability to reach 55 million U.S. households, according to Techcrunch.com. If people catch on and use this app, we could possibly see a huge reduction in energy use.
The application works by allowing people to collect energy usage data via their utility provider. Then they can compare their energy use to the national average of other homes. This aspect alone could have a major impact on people. If your home is above the mean, naturally you would want to decrease your energy use in order to meet the national standard. There could be a sort of competitive feeling associated with this data. If people are consistently lowering their energy use in order to be closer to the national average, the average will decrease. By having the average decrease, those who no longer meet the average may feel compelled to save energy in order to match the national average. Of course, this all requires that people actually use the application and actively participate. While it may seem like a longshot to have so much participation, it’s certainly possible because of the amount of people it is able to reach. To add to the competitive nature of the application, users will be able to enter energy-saving competitions and post their ranking on their Facebook news feed. Facebook users who consistently see these postings may become interested in using the application themselves. Facebook will also allow users to share tips on energy conservation with each other. The spread of helpful information regarding energy conservation could further decrease energy usage. I have a feeling this application will have a positive impact once it is released. Because it involves competition on such a big social networking website, it seems likely that people will use the application. Even if this app fails to acquire a significant amount of users, social networking seems to be on the rise in terms of energy conservation awareness. According to Dan Yates, the co-founder and chief executive officer of Opower, “Social networking represents the next frontier in delivering consumer energy savings.” Hopefully, though, this app succeeds and spreads awareness for the conservation of energy.
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