Google+, the social networking service provided by Google Inc., launched on June 28, 2011 to much buzz due to its invitation-only exclusivity. Differentiating itself via the “Circles” feature where users can segment their audiences as well as the “Hangouts” feature that allows for video conferences, Google+ sought to add competitive pressure to Facebook. After opening up to the public on late September 2011, the network grew rapidly.  As of December 2012, the service boasts 500 million registered users, with 235 million, or approximately 47%, active on a monthly basis.

However, Google is using a controversial technique in order to bloat user statistics. When users create accounts for other Google services such as Gmail, YouTube, etc., Google will create a Google+ page for the user. Chief Executive Larry Page has been the impetus behind the move, as Google seeks to tie its Google+ profiles to targeted advertisements to users, just as Facebook does with its profiles.

Google Vice President Bradley Horowitz has been very public about how Google+ will remain integrated to other Google services. The initiative is tied to executives’ interest in increased Google+ usage as well as the lengths Google is willing to go to put mounting pressure on Facebook. In some user’s eyes, Google+ can be a Facebook-killer. According to CNet’s Casey Newton, Google+ plays two major roles: a space where individuals can connect with friends and stories that interest them as well as a product that expands upon and enhances other products. Newton mentions that Google+ provides a unified login system and allows people to view a feed of what their friends share in addition to being a data mine, tracking users’ search habits and activities. As Horowitz so aptly stated, “Google+ is different. It’s not only an innovative new social network, it is also the identity, relationship, and interest system for Google.” The services Google+ renders help Google regardless of how it performs against Facebook. From Google’s perspective, the launch of the social network clearly meant much more than a product intended to kill Facebook.

Yet, Facebook is still many times the size of Google+ and has extremely efficient photo and messaging features.  As time progresses, it is possible that each social network will add new, innovative features to their websites that will move the websites in different directions. As an increasing number of users adopt one or even both social networks, we can see which features users are drawn to. With Facebook ultimately leading the battle in terms of sheer users, we can assume that Facebook is the clear winner; however, this would be a mistake. Each website offers its own suite of features and caters to a different user base. As time progresses, we will have to wait and see who the ultimate king is.

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