Google is engaged in an uphill battle as it challenges Facebook's massive social network with its relatively new Google+ Sign-up. Although a direct assault on the Facebook's shear numbers is untenable, Google's strategy to penetrate the Facebook's dominance via third party apps by using Google Identity to log into multiple platforms. Google's strategy is to connect its fledgling social network to promote Google-related products and services. Google rolled out its new Google+ Sign-in which allows third party developers to expand Google+ authenticity, sharing and interaction into their apps. This strategy encourages viewers to utilize the Google + Sign-in as an entry point to sites such as Gmail, YouTube and Google Apps. Google+ Sign-in acts as a key into a prolific and expanding list of websites, clients and apps that become the virtual connective tissue underpinning the very fabric of the social universe.