Technology

On Reflection: Facebook for Families

By Drew Atkins January 16, 2014

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This article originally appeared in the February 2014 issue of Seattle magazine.

Social networks have long sought a balance between openness and exclusivity. Facebook started with its gates raised high regarding enrollment and privacy, only to lower them to net more users and advertisers. As this change occurred, everyone from Google+ to upstarts like WhatsApp saw an opportunity and sought to offer a preferable path one where sharing is easy within a select group and only exposed to wider audiences at will.

Into this tricky balancing act steps SquareHub, a new social app aimed primarily at families. SquareHub may sound like a latecomer in a crowded market, but a closer examination reveals a savvy product. SquareHub presents a sophisticated approach to intergroup sharing thats beyond what even the biggest players on the market offer.

The concept is simple: A small group of people a family, for example can set up a small network all its own, powerful enough to share group messages, lists, pictures and lots more. Items can be shared outside the loop by specific request and only in ways that wont expose other content shared among members of the group.

Its protected enough for an 8-year-old iPad addict to participate in and powerful enough to be useful to the plugged-in. And its not necessarily limited to family. Groups of coworkers, classmates or others can set up exclusive networks.

Funded by execs from Amazon, AOL and elsewhere, SquareHub has the backing and design to make an impression in coming years. SquareHub cofounder and Amazon alumnus Dave Cotter says the app could mean an end to cluttered group texts and emails as well as Facebook accounts that expose more than they should.

Everything can be shared in one place between people, privately and easily, Cotter explains. Thats newer than you might think.

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