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Opower [is a company] that blends behavioral science and data analysis to find ways to help utilities get their customers to use less electricity.

[Their] thinking is that it’s not so much factual information that motivates behavioral change — knowing that smoking is bad for you, or that most electricity generation emits heat-trapping carbon dioxide – but the way that such information plays off social relationships and creates peer pressure. Now the company is harnessing social media to further that kind of psychological connection as well.

Teaming with Facebook, energy conservation advocates and the Natural Resources Defense Council, an environmental group, Opower released a new app on Tuesday that will allow interested parties in 20 million households served by 16 utilities to post their energy use on their Facebook pages and invite friends to do so as well. The option is available from participating utilities in California, New York and points in between.

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