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Something to Talk About: The Conservation Efforts of Facebook

Something to Talk About: The Conservation Efforts of Facebook. Sustainability: More of the Same.

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Something to Talk About: The Conservation Efforts of Facebook

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  1. Something to Talk About: The Conservation Efforts of Facebook

  2. Sustainability: More of the Same Sustainability: Efforts to meet needs in the present, while preserving natural resources. Sustainability affects every level of organization, from the local neighborhood to the entire globe.A recent trend in business is increased sustainability efforts. Businesses are being publicly examined (and scrutinized) for their sustainability efforts. Big business has the biggest opportunity to lead the way in energy conservation due to resources and global influence.

  3. Energy Use of Social Media Functions Demand of social media:      -Expected quadrupling of demand for services by 2020         +Doubling in greenhouse gas emissions by 2020 Near future global data demand = 3200 megabytes of broadband per person, per day = 1,175 gigawatts of power required to support @ current levels of efficiency.     -Perspective: One light bulb runs at 45-100 watts         +That's about 15,670,000,000 light bulbs a day! Responsiblity:     -Google & British Telecom - investing in wind power         +Addressing needs for sustainability     -Companies promoting cloud computing need to make sure growth        is sustainable using renewable and efficient energy.

  4. Data is stored in data centers:     -2 major locations in          development         +Oregon         +North Carolina     -Using over 40,000 servers         +Perspective: 25-50 used              to run Drake operations     -Huge energy consumers         +Powering data equipment Big question:     -How to maximize efficiency of data      centers?         +Reduce costs         +Reduce environmental impact #1 Social network     -Over 500 million users Revenue dominantly from advertising     -Targeted by users' likes and info. Expanding reach across the internet:     -Mobile     -Pages     -Search (based on friends' preferences) Company value: $15 billion Product focus:     -Develop "social web" of users     -Personalize web experience based on info.

  5. Data Centers Optimization Problem: Inefficient airflow distribution Solution: Optimize usage     -Added "cold aisles" to data centers         +Improve air circulation     -Attach skirts to cooling vents         +Directs airflow Effects: More efficient operation and cooler operation speed   Problem: Cooling levels too low     -Cooling fans spinning faster than      needed Solution: Reduce cooling levels     -Worked with server manufacturers to      keep fan speed in target range     -Analyze airflow in server rooms         +Eliminated 15 air handler units Effects: 120kW energy saved Thermal analysis of airflow for server units.

  6. Problem: low rack inlet and chiller temperatures Solution:      -reduce cooling levels of                         sensors (like a thermostat)         +Maintain temp. of cooling                  aisles         +Changed temp. from 72 to 81ºF     -raise chilled water temp. from 44 to            52ºF Effects: Reduced water load by 171 tons per hour Data Center Optimization Continued

  7. Problem: Need to cool down data centers Solution:  extending air-side economizer use  elevating rack inlet temperatures  reducing excess air supply  implementing cold aisle containment  optimizing cooler fan speeds Effects: less airflow required and lower fan speed to save power, while staying within recommended temperature range Cooling Strategies A typical Facebook Data Center.

  8. Facebook asked to "Unfriend Coal" Coal:     -Cheapest energy source     -Greatest environmental impact New Facebook data center to be built in Oregon:     -Pro: Latest in green technology used for power     -Con: Coal also used to power the center     -Greenpeace backlash:         +Why not build somewhere else?         +Coal? Really? Facebook response:     -"Green on Facebook" campaign     -Building elsewhere requires more resources and      power for mechanical coolers It's like an upside-down power sign...get it?

  9. Is Facebook Being Responsible? Big questions:     -Is Facebook being environmentally responsible?         +Yes: they're showing signs of innovation and conservation         +No: they rely on coal and are building where it is cheapest     -Are they cutting corners or truly using best judgment?         +Cutting corners: building on convenience, playing for the                  public         +Best judgment: It would be in their best interest to find the best              place to build for their company, right?     -These are common questions for industry leaders         +Google         +Wal-Mart         +3M     -At what point does profit lose to sustainability?         +Business is about profit, growth and success         +Business doesn't matter if there's no Earth to build it on

  10. Sources http://www.dw-world.de/dw/article/0,,6293173,00.html Data Center Optimization: http://www.facebook.com/note.php?note_id=441729178919 Cooling Strategies: http://www.facebook.com/note.php?note_id=448717123919 http://earthandindustry.com/2010/11/green-on-facebook-aims-to-fend-off-coal-criticisms/ 

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