Google has stated the use of social media is a part of the company's online PR strategy, but denied it was focusing its attention on rivalling Facebook.
The Independent reports the organisation's chief financial officer Patrick Pichette told Australian television social features would be included in "many of our products".
However, he stressed search was still the firm's primary product and any social elements are "just one chapter" of the digital world, along with developments such as cloud computing and mobile services.
Mr Pichette also dismissed the idea that Facebook, which recently introduced a messaging service that has been hyped as a 'gmail killer', was becoming his organisation's main rival.
Continuing, he stated the key principle of Google was "understanding the internet is changing the world" and making money was not the company's only goal.
He added the search engine aimed to be at the heart of a "dramatically expanding" digital economy where innovation was vital.
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