Bradley Horowitz (the VP of Product at Google), on Friday criticized a technology called “frictionless” used by Facebook, which allows the user to automatically share articles, music and videos viewed on the Internet. According to Horowitz, Google wants to go the other way with his social network, Google Plus.

“We do not believe  the so-called frictionless sharing, we want to add friction and allow the user to know exactly what you are sharing and with whom,” he said. ”There’s a reason the fact that not all thoughts leave your mind. No need to say whatever we think.”

The position of Google, according to Horowitz, makes the google Plus to be closer than what people really expect from a social network. ”user want to be close friends and have access to what’s important, not only publish and share every mundane fact that happens in your life,” he believes.

Horowitz also criticized the ad system Facebook, and claimed that Google is able to cope better with his social network advertising. ”I do not see an ad when I’m looking at a picture of my daughter, is very invasive, it can not happen in a so intimate moment .  I believe that we know  how to display more relevant social ads , at the right time, and to serve as information.”

Despite the optimism of the executive, Google has struggled to attract users to the social network. According to figures from ComScore January 2012, Plus users spent an average of 33 minutes in the service during the month. Facebook already caught the attention of Internet users by an average of 8 hours.

Horowitz argues that the metric is not ideal, since Google Plus is not just a social network- although it has most of the features of these sites, such as profile pages and sharing information , but rather a social platform to integrate all other services Google.

“We created several services, such as seeds planted in a garden. Many plants flourished, and now we want to make a bouquet, beautiful and consistent. Google Plus is what will allow this bunch exist. It is our social web, and compare our audience with Facebook is a mistake. You do not need to be on the page Google Plus to be engaged in the service. ”

The choice of ”plants” who “flourished” has, however, friction between Google and various users. The closure of the social functions of the RSS reader Google Reader, in late 2011, sparked protests. ”

The Reader has a small number of users, the standards of Google, but users are very passionate, “minimizes Horowitz.” But we have not forgotten them, soon we will have solutions to better connect the user to the news content, “he promised.