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We all knew it was coming, and now it’s finally here (well, sort of, if you’re lucky enough to have an invite): Google+, their latest and biggest attempt at social software.

It does have many similarities with Facebook, but also several fresh new features that don’t make Google+ look like a Facebook clone. From what I’ve seen in the promo materials, I’m most excited about trying out Sparks and the mobile part.

First impressions? Yes, it’s neat. Perfect for users who knows what they are doing. But considering how few people actually use Facebook groups, I wonder if that’s really what the mainstream user wants. How many users will take the time to customize their experience? (create Circles etc) Time will tell.

Also worth noting is that Facebook has a huge advantage already and a much more polished product. For users and brands. Considering how Facebook users react to every design change, it might be difficult to convince them to try a new paradigm altogether. Facebook is already nice and cosy, why move? That’s the main question Google+ will have to answer.

Find out more:

• Introducing the Google+ project: Real-life sharing, rethought for the web (official announcment)
• Google+ Project: It’s Social, It’s Bold, It’s Fun, And It Looks Good — Now For The Hard Part (TechCrunch’s take with an analysis of Google’s long term strategy)