The gort cloud is "a vast, largely invisible and growing (environmentally-aware) 'community' that sieves, measures and exchanges information on environmental (green) products and services.
In this case, the shared values of the gort cloud are a concern for the environment and the desire for more sustainable products and services.
But unlike consciously created social networks, no one dreamed up the gort cloud or organized it for a specific purpose.
"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.
"[9] The gort cloud vets green products and services in a process similar to academic peer review.
It uses email and the Internet as well as book publishers, magazines, radio, television, trade shows and green events to communicate.