Free Assessment: How does your inbound marketing measure up?

Get Started
Close

Free Assessment:

How does your inbound marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.
Get Started
inbound-marketing-strategy-playbook-cover

Free Assessment:

Google Is Testing a New Social Network: 'Shoelace'

By Jessie-Lee Nichols

Google Is Testing a New Social Network: 'Shoelace'

Just yesterday I was aimlessly scrolling through my Timehop and had to stop and chuckle. I was looking back on a memory from eight years ago where I was super stoked to have finally gotten a Google+ invitation from my longest-standing (and very favorite) co-worker, Kathleen Booth

I mean, there were multiple exclamation points conveying my excitement in that very first Google+ post. It was (and still is) completely ridiculous.

The chuckling stemmed from two factors. One, I was reflecting on the fact that this memory was from eight years ago, just a few short months into my digital marketing career. Second, we were talking about Google+, the social network that continuously underperformed, and was just recently retired for good

Imagine the raucous laughter that ensued this morning as I discovered Google was at it again, developing yet another social network — Shoelace

As a general reminder, this is Google’s sixth attempt to succeed in the social networking spacing after failing with Orkut, Google Buzz, Google Friend Connect, Allo, and the infamous Google+.

So, what is Google Shoelace?

Shoelace is “a mobile app that helps connect people with shared interests through in-person activities.”

Google Shoelace App Preview

The app, developed by Google’s experimental Area 120 product development workshop, is a hyper-local social networking app that is aiming at connecting users in a way that networks like Facebook can’t. 

Shoelace is focused on the idea of “tying people together.” 

After listing your interests in the app, Shoelace recommends a series of “hand-picked” local activities, which it calls “Loops.” Users also have the ability to organize their own events. There is even a map interface to view and RSVP to other users' Loops. 

Google Shoelace card-preview

The concept of “Loops” facilitates real-world user connections in this digital age, allowing users to meet new people on a small, local scale.

Google Shoelace phone-image

Sound familiar? 

You aren’t wrong. Back in 2011, Google briefly launched Schemer. 

Spoiler alert: Google Schemer was shut down in February of 2014.

Schemer was a response to Foursquare’s tips and to-dos features. Users would post recommended activities connected to a location that would allow other users to mark things they want to do or have already done. But Schemer took it one step further, making “scheme” recommendations based on weather conditions, time of day, and friends’ activities.

While Shoelace isn’t exactly the same, it’s eerily close.

What does this mean for marketers?

Don’t for a second think that Shoelace is going to knock Facebook from its throne, but the shift in social media towards in-person human connection is a significant one. 

We already know that Facebook is putting a lot of energy into connecting like-minded individuals with its latest redesigns that focus on Groups, but the development of Shoelace can more accurately be seen as Google’s response to Facebook’s Events feature. 

In the Facebook redesign, an emphasis was placed on helping users discover events in their area. Not only does this help users find connections on a much more local level, it helps brands achieve a new presence within their immediate community. 

It’s unclear if Shoelace will be open for commercial use, but in the event that it is, it will be worth paying attention to. (We all remember the very painful realization that it was essential to have a Google+ profile for the SEO benefits.) 

How can I join?

According to Shoelace’s website, “Shoelace is currently operating on an invite-only basis and has partnered with select communities for now.” 

If you can’t wait to get in on the new network, Shoelace is currently being tested in New York City, with a goal to take Shoelace to cities nationwide. If you aren’t in the greater NYC area, you can fill out this form to receive more information as it becomes available.

If you do happen to be in New York City, you can download the app via the Google Play Store and App Store (via Test Flight).

What’s next?

As easy as it is to poke fun at Google for all of its past failures in social media, it may be on to something with Shoelace. 

As social concerns grow around time spent on competing platforms like Twitter, Facebook, and Instagram, it’s refreshing to find a social network whose purpose is to encourage people to spend less time on their phones — and more time actually doing things with other people. 

Even if Shoelace becomes another failed attempt at social for Google, perhaps the company may end up incorporating some key ideas from the platform into existing Google services, like Google Maps.

*Images courtesy of Shoelace.

Free Assessment:

How does your inbound marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.

Topics:

Social Media Marketing
News
Published on July 17, 2019

Recent Articles

How To Build an Effective Instagram Video Marketing Strategy
April 30, 2022 • 12 min read
How Facebook's news feed algorithm works and prioritizes content
July 14, 2021 • 4 min read
Data: Facebook is No. 1 in revenue value for publishers, Twitter is a bust
July 7, 2021 • 4 min read
Best times to post on social media in 2021 (new data)
May 19, 2021 • 4 min read
Twitter fails to buy Clubhouse, whose creators can now make money... so what?
April 8, 2021 • 6 min read
Marketers, Facebook Analytics will be no more on June 30, 2021
April 2, 2021 • 2 min read
7 Best Social Media Management Tools (+ Video)
March 26, 2021 • 12 min read
12 ways you're totally blowing your business social media strategy
March 24, 2021 • 11 min read
Twitter teases Super Follows, Communities; undo send tweet still a rumor
March 11, 2021 • 4 min read
LinkedIn adds new 'Products' highlight tab on company pages
February 25, 2021 • 2 min read
54 jaw-dropping social media statistics for businesses [New for 2021]
February 23, 2021 • 8 min read
Facebook video best practices: what you need to know to grow your video presence
February 16, 2021 • 9 min read
27 best digital marketing news sites
January 26, 2021 • 7 min read
Should you care about Clubhouse, the new audio-based social media app?
January 19, 2021 • 3 min read
How to maximize lead generation via Facebook posts and ads
January 18, 2021 • 4 min read
Working with IMPACT on paid media: What to expect
January 13, 2021 • 4 min read
Instagram advertisers can create branded content ads on creators’ accounts
January 6, 2021 • 2 min read
The top 10 social media trends for brand survival in 2021 [Infographic]
January 2, 2021 • 4 min read
6 holiday campaign examples that are total showstoppers
December 25, 2020 • 5 min read
Pinterest continues diversity and inclusion efforts with new features and leadership
December 16, 2020 • 3 min read
TikTok still available in the US despite not reaching a sell-off deal
December 11, 2020 • 2 min read
New Pinterest weighted ads have better CX customization
December 8, 2020 • 3 min read
Social media image sizes guide for 2020, 2021, and beyond (+ examples)
November 11, 2020 • 13 min read
New report: 2021 social media marketing predictions
November 10, 2020 • 4 min read
How Major League Baseball enhanced their fan community during COVID-19
November 5, 2020 • 3 min read