Something to Talk About: The
Conservation Efforts of Facebook
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.
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.
#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.
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
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.
Data Center Optimization Continued
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
Cooling Strategies
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
A typical Facebook Data Center.
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?
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
Sources
http://www.dw-world.de/dw/article/0,,6293173,00.html
Data Center
Optimization: http://www.facebook.com/note.php?note_id=44172917
8919
Cooling
Strategies: http://www.facebook.com/note.php?note_id=4487171239
19
http://earthandindustry.com/2010/11/green-on-facebook-aims-tofend-off-coal-criticisms/