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

Gigaom

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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