Looking to beef up its social media technology after the Google+ launch, Google has acquired social networking site Fridge.
Fridge, which offered “simple personal networks that anyone can instantly create to share photos, messages and events with specific friends and groups,” according to its website, has joined Google, the company announced Thursday. Terms of the deal were not disclosed.
Fridge launched last August with backing from Mitch Kapor, Naval Rakivant, Jim Young and other tech luminaries. The idea behind Fridge fits in well with Google+’s circles concept: Using the service, users could make sure to share photos with an online group of their choosing, which could be created ad hoc, sort of like a group texting. Ultimately, groups would be built around interests, rather than one-to-one connections, in theory leading to a deeper interaction.
Google has also hired the team behind real-time celebrity geo-stalking service JustSpotted and real-time search engine Scoopler to work on Google+ as well.