TWITTERERS, bloggers, podcasters and Facebook users are getting behind Earth Hour in unprecedented numbers as event organisers embrace the explosion of interest in online social networking
Earth Hour's John Johnston says the event next Saturday has already amassed 700,000 online "friends" in more than 80 countries.
In the effort to send the Earth Hour message "viral" and reach the target of one billion participants, Mr Johnston says pretty much anything goes when it comes to getting the word out online.
"People can really do whatever they want on the web," he said. "We take the attitude that the more activity there is on the web and the more people there are talking positively about Earth Hour, the better it is."
The latest effort to push the Earth Hour message is through a new social networking service called 12 Seconds. The 12 Seconds service, likened to a video version of Twitter, allows users to post 12-second videos about any subject that catches their attention.
Earth Hour organisers are asking supporters to make 12-second promotional videos and put them online.
"We've really excited about the idea, we're pushing it very hard," said the co-founder of 12 Seconds, Sol Lipman, who is expecting hundreds of videos to be made once the idea takes hold.
Mr Johnston admitted that, compared with the conventional techniques of advertising, it was difficult to dictate the direction a global social media campaign might take.
"You have to let it go, you can't control it too much," he said, adding that Earth Hour supporters vastly outnumbered its critics online.
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