Do we really need another conversational tool?

I’m curious to see if Branch will catch on in the way that Twitter and Facebook have, but I have one question: Do we need another tool?

I’m not the only one wondering this. From the little I’ve seen, it’s a lovely, elegant site with a great purpose—fostering real conversations between people, but aren’t there other tools to do that?

If it’s a one-on-one conversation, why isn’t SMS or IM the solution? If it’s more people than that, why aren’t Quora, a Facebook group or a Google+ thread the right choice? If you want to keep things very selective, why isn’t something like fiesta.cc (which I quite like and use regularly) a good tool?

I want there to be more considered conversation on the Web—the background noise on Twitter and Facebook are the reasons I don’t use them as often as I once did, but deciding to use a new site, as opposed to going, signing up, visiting a few times and never coming back, which is something I’ve been guilty of dozens of times in the past five years, isn’t easy. It takes time to form that habit, and it needs to be worth your time. How can a company ensure that it has user-generated content that’s appealing while also eliminating the background noise?

 
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