Using Social Data to Create Peer Pressure

Did you know that utility companies across the U.S. have been taking advantage of peer pressure to reduce energy consumption by including charts in electricity bills showing how energy efficient you are compared to your neighbors? Companies such as Opower and My Energy have developed these data systems, and they can now point to studies that show the combination of data and social pressure reduces home energy use. Activity trackers like the FitBit offer peer data so that you can compare your activity levels to others you know. These new uses of social data are being used to harness the power of peer pressure for changing behavior and the marketing of new products, many for good purposes, but it is important to understand that your data may be used for purposes, and in ways, you may never have imagined and especially to be aware that this kind of data driven peer pressure is often just a marketing strategy. This is certainly a development to watch out for.