Google acquires Social Media Firm ‘Fridge’ for Google+

Google acquires Social Media Firm 'Fridge' for Google+

This past weekend we wrote that social group startup Fridge was shutting down the product. We assumed that meant it was being acquired. Today Google+ acquired social startup Fridge late last week in what marks Google’s social network’s first acquisition.

It’s an interesting move for Google+, whose signature feature is its Circles, which are managed by each user rather than as collaborative groups.

New York-based Fridge, which offered a simple and pretty group communication tool with photo-sharing and event-planning features, had raised some curiosity when it told members last week via email that it was shutting down its product. Users were told to download and save their data by July 19. Fridge currently has 40,000 monthly uniques. More than 20,000 groups have been formed, where users can share videos, instant messages, pictures, polls and events with close friends.

“Fridge will be shutting down but the core tenets will stay on in Google+” company co-founder Austin Chang confirmed. “Groups for Google+” have apparently been referred to internally at Google as “shared circles” and on the roadmap for some time.

Fridge is a Y-Combinator startup that raised $800,000. Investors put Chang in touch with Google+, and the two companies have been talking about the acquisition for 2-3 months.

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, according to TechCrunch.

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