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Adams (Paul Adams) is a sought-after figure in Silicon Valley. As one of the major developers of Google's social networking products, Adams was involved in the development of Google + social networking products. With Google +, users can divide their friends into different groups, such as "Friends" and "college students". But he did not have the opportunity to personally participate in the launch of the Google + product, as Facebook dug up Adams from Google last December. "Google is more about technology than social science," Adams said, referring to job-hopping. ”

In the long history of technological competition, the intensity of the fighting between Google and Facebook is rare. Two companies will spare no effort to scramble for talent such as Adams, and try to attract public attention and invest heavily in advertising money. The battle between Oracle and Hewlett-Packard, and even the browser wars between Microsoft and Netscape in the early stages of Internet development, has not been a hot topic for public discussion. But the aftermath of these battles is huge, and companies want to see who dominates the future of the Internet, and the outcome of the war will affect the way the public gets information and communicates.

Now the warring party is Facebook, the social-networking giant, which wants to be in charge of the Internet identity of all internet users. The other is Google, the search giant, which wants to keep its Internet search business dominant.

Larry Page, Google co-founder, became the company's new CEO this April, 11 years older than Mark Zuckerberg, Facebook's chief executive. Because of the age gap, page and Zuckerberg are in different internet eras and have different views on the Internet. In Pec's view, the internet begins with search, and netizens can search for news, costumes and even the latest trends in celebrities. If you want to know about the latest production of drugs or appliances, using a search engine can solve these problems. In the Internet industry identified by page, Google's algorithm has been in the market for more than 10 years and has been able to meet the search requirements of netizens. In recent years, however, the internet balance seems to be biased towards Zuckerberg. In Mr Zuckerberg's view, instead of searching for news content, you might as well wait for your friends to recommend what you should read, and they will share information about their own movies, brands, and dining venues.

Facebook is naturally the core of this new world of Internet, and the first thing a large number of Internet users do today is to log on to Facebook. Another of Facebook's tricks is to extend the web to the entire Internet and allow others to access your network of friends. As a result, a large number of external sites and applications become satellites that revolve around Facebook. You can visit Yelp, the US shop review site, to see what your Facebook friends think about the new café opening around the corner. You can also visit the Music Services Web site Spotify and have your friends recommend the tracks. Of course, you can also play Zynga casual games with your friends. More detrimental to page, these social network activity data can not be crawled by Google search algorithm, so Google search results are increasingly unable to reflect the real situation of netizens ' activities, the degree of information relevance has been reduced.

The shift of the Internet industry to social networks has also had a major impact on business users and consumers, with the brunt of online advertising. In today's 31 billion online advertising industry, Google occupies 41% of its share, with text-search advertising as its main source of revenue. But the growth rate of search advertising is slowing, and advertisers are increasing the amount of money to advertise on Facebook, after all, with 800 million users and a large number of users staying on the site for a long time. Facebook is expected to show advertising revenue growth of 81% per cent this year, compared with a corresponding growth rate of 34% for Google's advertising revenue. Two companies believe there is still room for growth in the display advertising market. But as Jordan Rohan Jordan Rohan, an analyst at US market research firm Stifel Nicolaus, says: "Google and Facebook want to grow in the display advertising market without avoiding the need to nibble on each other's market share." ”

Like Microsoft co-founder Bill Gates, who met a decade ago, Mr Page watched Google gradually lose control of the Internet. That's why Paige is fighting back and wants to be a place in social networking sites. When Page became Google's new CEO in April of this year, his first fire was to invest a lot of human resources and develop Google +. In fact, Google + is not the first company in social networking, but it is a product that rivals no longer despise. Google previously said it had more than 40 million users within four months of Google + 's release. Zuckerberg soon realised that Google + was the first product to pose a threat to Facebook since Facebook became the world's largest social networking site. In fact, shortly after Google + was released, Zuckerberg asked Facebook employees to work overtime and add a similar function to Google + in the existing Facebook service.

But passive defense is not Zuckerberg's style. At the 2011 F8 technology conference held in September this year, Zuckerberg announced that it would add a lot of new features to Facebook, which would make a big adjustment to Facebook's existing service model. Facebook is expected to launch a new advertising network and to integrate all social activities through the ad network, allowing advertisers to release targeted advertising. If done properly, Facebook's new strategy is likely to threaten Google's dominance as a network advertising boss.

This shows that the San Francisco peninsula is waging a fierce war as netizens switch back and forth between Gmail accounts and Facebook messages every day. This summer, Mr. Zuckerberg offered free food to Facebook employees who volunteered to work overtime, and Page also asked Google employees to quickly improve the performance of the company, with the result that more than 100 features were added to the product within 90 days of the release of Google +. Two companies are making quick decisions, releasing products and promoting them, and these will determine which companies can win.