Rootsy is the latest entry in the private, family-focused social networking space – an area which has seen a surge of startups in the wake of Facebook’s rise to become the largest social network worldwide. With little hope of taking on the Facebook behemoth, the new companies are attempting to carve out a niche for more personal sharing. With Rootsy, the angle is that it lets users build their own family tree, which includes family members both living and deceased, and then allows you to upload content like photos, videos and stories to accompany those family members’ profiles