Search giant Google is reviewing its future and repositioning it against arch rival Facebook by unveiling Google+, an ambitious project to redefine the future of search.

Google+ is a fast and furious way forward into the future of search and a bold attack on Facebook's many imperfections.

Google figures out the major drawbacks in the Facebook model of social networking and promises to fix them all through the Google +, a service which is shaping up as a mighty attack on the arch rival’s supremacy in the social sector.

An official blog post says the Facebook model of social networking is 'sloppy', 'scary' and 'insensitive', without naming Facebook, of course. Google says the way we connect with people has to be reworked drastically to accommodate myriad sensitivities, nuances and angles.

Google says the existing social networking model has lowered friendship into the status of fastfood, where people wrap everyone in 'friend' paper.

The gun is trained at the Facebook way of social networking where everyone is a friend, and hardly any distinction is possible as to at what levels one relates to each friend. And you are bombarded with what all the 'friends' are sharing, without being able to pick and choose who you would like to interact with and what level.

Not all relationships are created equal. So in life we share one thing with college buddies, another with parents, and almost nothing with our boss, says the post.

Google+ offers an altogether different model of social networking. The core of Google+ is a feature called ‘Circles’ which helps a member organize different kinds of friends at various levels and control the way process of sharing.

We only want to connect with certain people at certain times, but online we hear from everyone all the time, says the blog. If a Facebook member has 100 friends or more he/she frets over the idea of posting anything since everything is seen as a stage performance. ... so we often share less because of stage fright. And then, we define “friend” and “family” differently, in our own way, on our own terms.

Google+ offers a way to rectify these imperfections, the blog says. The answer is Circles. People in fact share selectively all the time—with their circles.

+Circles allows users to share selectively by carefully choosing people to form different circles. This means a photograph shared among a particular circle will not be available for viewing for people from other circles even though they will be members of your larger social circle.

There are also a host of other features like +Sparks (Strike up a conversation, about pretty much anything), +Hangouts (stop by and say hello, face-to-face-to-face), +Mobile (share what’s around, right now, without any hassle), +Location, +Instant Upload, +Huddle and +You.

The grand entry of Google+ will worsen the rivalry of the tech giants who have no love lost between them. Facebook's kitty of 700 million users is a serious threat to Google which now controls over 65 percent of the search market. With the explosion of social networking, the way search is conducted is undergoing a sea change. More and more users are interacting with their friends to know things, and circumventing the more impersonal Google way of searching and finding.

Besides, Google's search crawler is not privy to the huge amount of information shared by millions of Facebook users.

Post-Eric Schmidt, Goggle’s social strategy has gained a lot of importance. Schmidt has openly said in the past he had not been successful in carving out a proper social networking strategy for the tech giant. There has been a growing internal conviction in Google that the company's future will depend a lot on its ability to counter Facebook's social networking edge.

That Google was super nervous about its future was evident in the internal memo sent out by one of Google's earliest employees, Urs Holzle, which said Google will be beaten out and out if it failed to implement a successful social strategy.

Google set up the Emerald Sea project to carve out a social search service. The original goal of the project was to help improve search, but it was essentially seen as the baby step towards countering the might of Facebook in social search.

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