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If you're looking for a free alternative to Goodreads, you could try LibraryThing. I got an unlimited membership years ago when free personal accounts were limited to 200 items, err books, but now all personal memberships are free and unlimited. Best $25 I ever spent (and I live in the UK).
The social aspects aren't as prominent, especially things like multiple reading dates. It may be a bit of a pain to import your titles - there is a Goodreads import, but I con't say how good it is. Marketing is unobtrusive - it is primarily a book cataloguing site, although there are active forums.
Disclaimer: I've been a member for over 10 years, and have over 14,000 titles catalogued. Most were added via the standard add books page one at a time, some were manually added, some used a TamperMonkey script to clone an existing book record (mine or another member's).
It is part-owned by Amazon but not majority-owned. The majority owner is active on the forums, especially when new features are being rolled out or part of the site has been upgraded to the new 'look'.
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