Google (NASDAQ: GOOG) is launching a new social search effort called "+1," which has generated discussion around its usefulness and privacy. Google says +1 is the digital shorthand for "this is pretty cool" in a blog entry announcing the feature on the Official Google Blog on Wednesday. The feature essentially integrates with Google search results returned by its ubiquitous search engine, allowing users to click on a +1 icon for webpages or ad results that they find useful. Users must obviously be logged into their Google account to participate--which has caught the attention of privacy advocates.

The +1 results will be correlated by Google and will then start appearing in Google's search results for other users. Google says that recommendation will come from people that matter to the user, which adds to the relevance of its search capabilities. In addition, the rankings will be displayed at the right time too, since they will appear as recommendations inserted unobtrusively beside search results. 

The feature is currently being rolled out on the English Google.com site, and will initially appear in search results and ads. Some detractors, such as PCWorld's JR Raphael are unimpressed. He has lamented that his virtual life is already "overflowing" with virtual services. Personally, I think that it is hardly fair to blame Google for its attempt at social media fame. What is certain though is how Google wants a larger slice of the social media pie, and the company has shown that it is eager to leverage its current strengths to achieve it.

For more on this story:
- check out this article at Official Google Blog
- check out this article at MSNBC
- check out this article at PC World

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