Google offers a number of features designed to attract users to its platform. In fact, it appears that one of Google’s strategies is to use the SNS as an integrated platform for many of its current stand-alone services. The Circles feature allows users to organize connections into different groups based on relationship (e.g., friends, co-workers, family, customers, etc.). This gives people greater control over who can see the things they share. For instance, the fact that you waited fourhours in line to watch the latest sequel in the Twilight series? Probably just friends. On the other hand, news about an upcoming product launch from your company? Probably coworkers and customers. Circles seem to address a longstanding frustration expressed by Facebook users about the dangers of sharing things on the SNS that aren’t appropriate for your entire network.