Just three months after the official end of Google Plus, Google is again trying on a social network. But instead of making the platform Shoelace available to a large community, everything starts small and exclusive.
Google and social networks: This combination has been more or less doomed for years. At the beginning of Google Plus, it looked like for a while that the platform could compete with Facebook and Twitter.
But after the first high, more and more users migrated to the competition. Google Plus became a platform with a small, sworn community – with a high percentage of search engine experts.
Finally, a Google Plus profile – at least preached that the SEO professionals – a positive effect on the Google ranking. Nevertheless, it was finally over in April 2019. Thus, Google Plus joins the series of social networks that have failed terrific on Facebook.
In New York, the starting signal for Shoelace
But Google would not be Google if it were not already working on a new social network or messenger. After all, despite countless failures, the group from Mountain View, California, does not give up.
Google’s latest social network is named Shoelace. To German: shoelaces. That’s what Google is all about with its new platform: it wants to connect people to activities based on their common interests – like two shoelaces.
At the beginning, the new social network is only available in New York – and only after receiving an invitation. Instead of a nationwide or even international roll-out, Google wants to create a strong, local community.
And if that works successfully, Shoelace will be made available in other US cities. To find out which regions are interested, Google gives interested users the opportunity to be placed on a waiting list.
As soon as Shoelace starts in the city of a user, he receives a notification.
Google Shoelace: An atypical social network
Unlike Facebook, Instagram, Twitter and Co., Google does not necessarily focus on allowing users to spend as much time as possible on the platform. That’s why it is only possible to create your own profile.
At the heart of Shoelace are events and joint activities on site. Therefore, users can either stop their own events on the platform or express interest in other events.
So Google’s hyperlocal network is about creating an online community that mainly spends time together offline. In other words, Shoelace really should help you meet new people who share your interests.
Whether this approach can be successful in the long term will be revealed by the future. However, it is already clear that the fighting spirit of Google seems unbreakable in the field of social networks.
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About the author
Christian Erxleben has been Editor-in-Chief of BASIC thinking since the end of 2017. Previously, he worked as Head of Social Media and Head of Social Media at BASIC thinking. His way to BASIC thinking was via the Nrnberger Nachrichten, Focus Online and the INTERNET WORLD Business. Professionally and privately he loves and lives social media.