Unlike the recently-cancelled Google Plus, which was an attempt to create a comprehensive social media platform to rival Facebook, Shoelace focuses specifically on event and activity organisation.
This positions it as a competitor to Facebook’s built-in Events feature, as it recommends specific local activities – which it calls Loops – that it believes users may be interested in attending.
It is similar to Google+ in that Google's claim to fame was interests based (part of its success) versus personal friendships. Maybe this time around that objective is clearer and it seems to be places/events and not really blogging on an interests topic. But all that said Google does not have a good track history with social networking or instant messaging - too many abandoned social networks. Will people give them another chance? Not sure many ex-G+ users will.
and the site at https://shoelace.nyc
#events Shoelace is Google’s competitor to Facebook
Google recently unveiled its latest attempt to penetrate the social networking app market – Shoelace.