Prismatic wants to build a social network around all of your interests, which is actually a lot harder than it sounds


There are social networks all around us these days, from Facebook (s fb) and Twitter (s twtr) to more targeted networks like Instagram and Path — and new ones seem to be launching every week. Do we really need another one? Bradford Cross, CEO of San Francisco-based startup Prismatic, thinks that we do, and he is doing his best to create one using the news recommendation algorithms that he and co-founder Aria Haghighi have been fine-tuning since 2011.

The next iteration of that network launches today, with a comprehensive redesign and a host of new features that are intended to stress the social side rather than the pure news-consumption side. While the older version of Prismatic allowed users to “follow” or connect with users whose interests they shared, those features are much more prominent now — and so are other aspects, such as the ability to comment and tag…

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