The battle for the eyeballs of social media network users is intensifying, with Google launching a demo version of 'Google+' (called Google Plus), the search engine giant's renewed attempt to take on Facebook in the social networking arena.

“This is just the beginning...We're just getting warmed up...launching what we call a field trial period, an invitation-only approach to help smooth out the rough edges,” said an official Google post on the demo site.

While designing the new service, Google has kept in mind social circles, called plus circles, and a Twitter-inspired feature that resembles real-life social interactions. It allows users to selectively share information with specific groups within defined circles, rather than sharing it with all their social connections at once. One can create as many circles as one wishes to, for whatever categories one wants, adding friends and contacts simply by clicking and dragging names onto various circles.

Google is also featuring a web conferencing option, in which up to 10 people can join in simultaneously. A feature called Sparks would provide users with web content on various topics like sports or fashion, allowing the user to subscribe to categories of interest, create custom categories, and share content with friends. Google would also release Google Plus mobile apps for Android smartphones and iPhones. This would include special features like cloud-based photo storage and group messaging. With its instant upload feature, one's photos and videos automatically upload themselves to a private album on Google+. Its 'Huddle' feature turns different conversations into a group chat.

Google, however, has its work cut out. Facebook leads the global social media networking pack, with nearly 750 million users (including 500 million active users), followed by LinkedIn (around 100 million), Twitter (around 75 million), the 100-odd million Orkut (Brazil and India accounting for most users) and MySpace, with 30 million-odd users.

Google's earlier attempts saw feeble success in the social networking space. It could not create a 'Wave', generate a 'Buzz' or make 'Orkut' grab eyeballs in markets outside Brazil and India. Even in India, Orkut has been steadily losing marketshare to Facebook. Compared with against Facebook's 31 million users, Orkut has around 18 million. Various Google social products —Orkut, Lively, Google Friend Connect, Wave and Buzz—just haven't caught on, say social media experts.

Last February, Gmail users impulsively clicked on Google Buzz. Where else could one get such a massive installed base with a single click? By building Buzz directly into Gmail, the service had an instant audience of nearly 180 million users.

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