Gort Cloud - Function

Function

Unlike social network services like Facebook or MySpace that "focus on building online communities of people who share interests and activities, or who are interested in exploring the interests and activities of others", nobody created the gort cloud, and no person or organization controls it. "The gort cloud is simply an interconnected group of people with a common cause: the health and preservation of our planet. But unlike consciously created social networks, no one dreamed up the gort cloud or organized it for a specific purpose. In fact, it's not organized. It just exists as a fluid community."

An example of the use of the gort cloud can be seen in the marketing of the book, The Green Collar Economy, written by Van Jones. Jones used outreach to the green community (gort cloud) and to other special interest communities to push his book up and onto the New York Times bestseller list. "Using a Web-based, viral marketing strategy, Jones and Green For All, an environmental organization he recently founded, worked to get the word out about his book far and wide. The result was a place—number 12 to be exact—on the New York Times Best Seller list in the book's first week."