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The option to share Public or with Everyone is always available.Users were originally able to create Shared Circles, a one-time share to promote a circle of individuals, but the feature has been removed.According to a 2016 book by a former Facebook employee, some leaders at Facebook saw Google's foray into social networking as a serious threat to the company.Facebook founder Mark Zuckerberg instituted a company-wide "lockdown", signaling that employees were supposed to dedicate time to bringing Facebook's features into line with Google .In November 2015, Google Plus underwent a redesign with the stated intent of making the site simpler and faster, making the new features of Communities and Collections more prominent, and removing features such as Hangouts, Events and Custom URLs.

The transition began with You Tube, where a Google profile was no longer required to create, upload, or comment on a channel, but a Google page was instead required.

It includes basic social networking services like a profile photo, about section, background photo, cover photo, previous work and school history, interests, places lived and an area to post status updates.

It also includes several identity service sections, such as a contributor and other profiles area that let one link their "properties across the web". Organization of circles is done through a drag-and-drop interface.

Consequently, the reported number of active users on Google grew significantly, but the average time those users spent on the site was a small fraction of that on comparable social media services.

In 2011 Google reached 10 million users just two weeks after the launch.