Shoelace is Google’s latest attempt at making a social network that sticks

Shoelace is Google’s latest attempt at making a social network that sticks

Even after the shut down of Google+, which was meant to be a Facebook-competitor but it could never quite get to where Google imagined it, the company is reportedly working on another social network. Google+ was officially dissolved in April this year and it looked like the company is done with building a social network in general.

Shoelace is positioning itself as the flawless service for people who have recently moved to new areas and are looking to make connections.

Without much fanfare, the search giant just launched Shoelace - an app created to help people with similar interests meet up in the real world. It is now available only to 'select communities' in New York City, and users must have an active Google account to sign in. Shoelace is being developed by Google's Area 120 team, which specializes in experimental projects - not all of which see the light of day.

Once users have listed their interests, it will recommend some hand-picked local activities, which it calls "Loops".

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Why it matters: Google+ might have closed down, but it seems Google isn't giving up on creating a social media platform. According to the company, "While our goal is to bring Shoelace to cities nationwide, we've chose to focus our efforts on New York City at first".

Along with the geographical restrictions, Shoelace is also invite-only right now, and the app has partnered with select communities. But we may be dealing with a lot of human curation to handpick the activities that you and your "crew" can do.

The app will try to organize activities based on users' geographical locations and interests, then make appropriate suggestions. You can request an invite by filling up this Google form.

According to Android Police, Google is working on a social networking site which has a amusing name: Shoelace.

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