So what’s all this about future tense? Well, Schwartz explains that, while many of us love to share on Foursquare, Facebook, Twitter, Instagram, and beyond, most of the content being shared is either in near-realtime or has already happened. If you’re checking your Foursquare feed when I check in at a restaurant, or your Twitter feed when a friend posts a great article, you’ll see that in realtime. But there’s some serendipity involved, as the majority of people don’t religiously refresh their Twitter or Facebook feeds, they check in periodically. In most cases, the photos, links, and other content you discover is old news.
So, UpTo wants to focus on building a social network around your calendar so that you can easily track (and act on) the events coming up in the lives of the people you care about. There are a lot of teams out there hacking away on event-sharing apps (Facebook, for one, recently launched “Suggested Events” to help you discover new events), but when we asked Plancast founder Mark Hendrickson what his impressions were, he said that, comparatively, he thinks UpTo has some serious potential.