On June 28, 2011, Google launched its new social networking service Google, designed to compete directly with Facebook, the dominant SNS on the web. For approximately three months, Google kept the site in beta mode. Invitations to the site were first extended to Google employees and influential people in technology and social media. These people in turn were allowed to invite up to 150 others to join. Demand to join the nascent SNS was so strong that at one point Google had to shut down new memberships for a short period. However, by September 20, 2011, the service was open to anyone who wished to join, and by March 2012 the service claimed 100 million users (compared to Facebook which claims over 800 million users). Google ranks 13th on Experian Hitwise’s Social Networking and Forums (Perez, 2011).