Google is set to introduce its own social networking site dubbed as "Google Circles" at its Google I/O conference in San Francisco, according to reports.
Technology blog The Next Web Users reported citing the Read/WriteWeb blog that the new service will provide a more private experience than in other competing sites by allowing members to filter what content is shown to which group.
The Read/WriteWeb blog said that creator of social networking sites Chris Messina has participated extensively in the project adding that the launch may not be a big public one yet.
However, Google has dismissed the reports as mere rumours and refused to confirm or deny any plans for a social network.
Google has tried twice before to make a foray into the social networking category. It launched Google Buzz in February 2010 and Orkut social network in 2004. But Buzz had to be withdrawn after privacy complaints from users, while Orkut failed to attract users in the important UK and US markets.
