Google is making its boldest move to take on Facebook in the fast-growing social networking market and to maintain its dominance on the Web.
Google, which has been frustrated by a string of failed attempts to crack the social networking market, introduced a full-fledged social network on Tuesday dubbed Google+. It is the company’s biggest foray into social networking since co-founder Larry Page took over as chief executive in April.
Page has made social networking a top priority at the world’s No. 1 Internet search engine, whose position as the main gateway to online information could be at risk as people spend more time on sites like Facebook and Twitter.
“They had the luxury of making mistakes in the past with their social initiatives. They don’t really have that luxury now,” said Ray Valdes, an analyst at research firm Gartner, referring to Google.
“Companies that are successful with the social web will get the page views, they’ll get the engagement and they’ll eventually get the advertising dollars that are so important to Google,” he said.
Google+, now available for testing, is structured in remarkably similar fashion to Facebook, with profile pictures and newsfeeds forming a central core. However, a user’s friends or contacts are grouped into very specific circles of their choosing, versus the common pool of friends typical on Facebook.
To set its service apart from Facebook, Google is betting on what it says is a better approach to privacy — a hot-button issue that has burned Facebook, as well as Google, in the past.
Central to Google+ are the “circles” of friends and acquaintances. Users can organize contacts into different customized circles — family members, coworkers, college friends — and share photos, videos or other information only within those groups.
