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Edition: U.S. Article Comments (0) Slideshow Editor's Choice Microsoft puts Office in the cloud, confronts Google Benefit of mammograms even greater than thought American climate skeptic Soon funded by oil, coal firms Russian scientists expect to meet aliens by 2031 FX meets Facebook, and retail trade gets transparent Venture firms seek light green tech bets Near-Earth asteroid passes over Atlantic Ocean "Start-stop" seen tripling in new cars by 2016 Video: Supreme Court says: Game on! Slideshow: The Midwest floods Follow Reuters Facebook Twitter RSS YouTube Read Special Report: A little house of secrets on the Great Plains | 11:31am EDT Bachmann facing scrutiny as top-tier candidate | 12:14pm EDT Radioactive water leaks from Japan's damaged plant | 12:50pm EDT Microsoft rolls out Office in the cloud 11:51am EDT Father killed when tree falls on tent in campground 2:56pm EDT Discussed 221 Biden deficit-cut talks hit impasse: Rep. Cantor 139 CBO sees government benefits swamping U.S. economy 113 Fragile economy pushed Obama to tap oil reserves Watched A Tokyo-Paris flight in under three hours on the horizon Fri, Jun 24 2011 Hefner's revenge; Ryan Reynolds stops traffic Fri, Jun 17 2011 China's luxury fast train debuts Mon, Jun 27 2011 Google targets Facebook with new social service Tweet Share this Email Print Related News Analysis: Tencent in steep climb to be China's Facebook, Twitter Mon, Jun 27 2011 GSV takes stake in Facebook, valuing it at $70 billion Mon, Jun 27 2011 Profitless Pandora pricks the tech bubble Fri, Jun 17 2011 Yobongo focuses on making chatrooms cool again Fri, Jun 17 2011 Special report: Government in cyber fight but can't keep up Thu, Jun 16 2011 Analysis & Opinion Impact capital is the new venture capital (Part I) Entrepreneur Peter Yared: Social is â€œso overâ€ Related Topics Technology » Media » Facebook » 1 / 2 The Google Plus social network. Credit: Reuters/Google By Alexei Oreskovic SAN FRANCISCO | Tue Jun 28, 2011 4:23pm EDT SAN FRANCISCO (Reuters) - Google Inc, frustrated by a string of failed attempts to crack social networking, is taking another stab at fending off Facebook and other hot social sites with a new service called Google+. Google designed the service, unveiled on Tuesday, to tie together all of its online properties, laying the foundation for a full-fledged social network. 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. 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. reut.rs/krHVLu Enticing consumers to join another social networking service will not be easy, said Rory Maher, an analyst with Hudson Square Research. "They're going to have an uphill battle due to Facebook's network effects," said Maher, citing the 700 million users that some research firms say are currently on Facebook's service. "The more users they (Facebook) get, the harder it gets for Google to steal those," he said. But he added that Google's popularity in Web search and email could help it gain a following. 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. "In the online world there's this 'share box' and you type into it and you have no idea who is going to get that, or where it's going to land, or how it's going to embarrass you six months from now," said Google Vice President of Product Management Bradley Horowitz. "For us, privacy isn't buried six panels deep," he added. Facebook, which has been criticized for its confusing privacy controls, introduced a feature last year that lets users create smaller groups of friends. Google, without mentioning Facebook by name, said other social networking services' attempts to create groups have been "bolt-on" efforts that do not work as well. Facebook did not comment on Google's new social networking service. Google+ started rolling out to a limited number of users on Tuesday in what the company is calling a field trial. Only those invited to join will initially be able to use the service. Google did not say when it would be more widely available. The service does not currently feature advertising. LEARNING FROM BUZZ Google's stock has been pressured by concerns about rising spending within the company and increasing regulatory scrutiny -- not to mention its struggles with social networking. The U.S. Federal Trade Commission, among others, is currently reviewing its business practices. Its shares are down almost 20 percent this year after underperforming the market in 2010. To create Google+, the company went back to the drawing board in the wake of several notable failures, including Google Wave and Google Buzz, a microblogging service whose launch was marred by privacy snafus. "We learned a lot in Buzz, and one of the things we learned is that there's a real market opportunity for a product that addresses people's concerns around privacy and how their information is shared," said Horowitz. Google drew more than 1 billion visitors worldwide to its websites in May, more than any other company, according to Web analytics firm comScore. But people are spending more time on Facebook: The average U.S. visitor spent 375 minutes on Facebook in May, compared with 231 minutes for Google. Google+ seems designed to make its online properties a pervasive part of the daily online experience, rather than being spots where Web surfers occasionally check in to search for a website or check email. As with Facebook's service, Google Plus has a central Web page that displays an ever-updating stream of the comments, photos and links being shared by friends and contacts. A toolbar across the top of most of Google's sites -- such as its main search page, its Gmail site and its Maps site -- allows users to access their personalized data feed. They can then contribute their own information to the stream. The company has combined the Facebook and Twitter models of social networking in Google+: A person can have friends in their network with whom they share information and they can also follow certain people, say a movie critic, as occurs on Twitter. Google+ will also offer a special video chat feature, in which up to 10 people can jump on a conference call. And Google will automatically store photos taken on cell phones on its Internet servers, allowing a Google+ user to access the photos from any computer and share them. When asked whether he expected people to switch from Facebook to Google+, Google Senior Vice President of Engineering Vic Gundotra said people may decide to use both. "People today use multiple tools. I think what we're offering here offers some very distinct advantages around some basic needs," he said. (Reporting by Alexei Oreskovic; Editing by John Wallace, Gerald E. McCormick and Phil Berlowitz) Technology Media Facebook Related Quotes and News Company Price Related News Tweet this Link this Share this Digg this Email Reprints We welcome comments that advance the story through relevant opinion, anecdotes, links and data. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. For more information on our comment policy, see http://blogs.reuters.com/fulldisclosure/2010/09/27/toward-a-more-thoughtful-conversation-on-stories/ Comments (0) Be the first to comment on reuters.com. Add yours using the box above. Social Stream (What's this?) © Copyright 2011 Thomson Reuters Editorial Editions: Africa Arabic Argentina Brazil Canada China France Germany India Italy Japan Latin America Mexico Russia Spain United Kingdom United States Reuters Contact Us Advertise With Us Help Journalism Handbook Archive Site Index Video Index Reader Feedback Mobile Newsletters RSS Podcasts Widgets Your View Analyst Research Thomson Reuters Copyright Disclaimer Privacy Professional Products Professional Products Support Financial Products About Thomson Reuters Careers Online Products Acquisitions Monthly Buyouts Venture Capital Journal International Financing Review Project Finance International PEhub.com PE Week FindLaw Super Lawyers Attorney Rating Service Reuters on Facebook Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. Thomson Reuters journalists are subject to an Editorial Handbook which requires fair presentation and disclosure of relevant interests. NYSE and AMEX quotes delayed by at least 20 minutes. Nasdaq delayed by at least 15 minutes. For a complete list of exchanges and delays, please click here.

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