Something to Talk About: The Conservation Efforts of Facebook

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Something to Talk About The Conservation Efforts
of Facebook
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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.

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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 _at_ 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

• 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
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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

Thermal analysis of airflow for server units.
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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

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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.
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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?
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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

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Sources
http//www.dw-world.de/dw/article/0,,6293173,00.ht
ml Data Center Optimization http//www.facebook.
com/note.php?note_id441729178919 Cooling
Strategies http//www.facebook.com/note.php?note_
id448717123919 http//earthandindustry.com/2010/
11/green-on-facebook-aims-to-fend-off-coal-critici
sms/