This document discusses opportunities for social startups in energy information. It outlines four areas: 1) devices and software that measure energy activity, 2) standards for converting activity to equivalent energy or carbon units, 3) tools for sharing verified information socially, and 4) better tools for behavior change. It predicts that by 2015, energy information will be as common and sophisticated as financial information, digital technology will make this information more compelling, and kids will be early adopters in using this new energy information.