Fridge

Liz Gannes at All Things Digital wrote a great article talking about multiple identities as a theme for 2011. (read it here)

One thing that struck us as particularly powerful was the first line and initial quote by Mark Zuckerberg “Having two identities for yourself is an example of a lack of integrity.” with him later clarifying that “…multiple identities, whether it’s as simple as publishing some photos to Picasa and others to Facebook, is becoming a big trend in online life.”

This is where Zuckerberg is absolutely on to something (one of many). It isn’t so much having multiple identities like Clark Kent/Superman or a Jekyll/Hyde but rather sharing exactly what you want exactly with who you want in a very simple and easy manner.  

Take that group vacation that you (might have) went on over the holidays whether in the sun/snow/beach/home.  Photos from that vacation as a whole are very valuable to the group that actually vacationed together whether to relive the moments, see everyones photos that you might have missed or piece together the whole experience for your memories.  But there is also a subset of those photos (multiple perhaps) that would be great to share with others who weren’t there such as friends who couldn’t make it, friends who share similar interests, or to keep family members up to date.

Being able to share those photos and moments around the holiday vacation with the appropriate level of intimacy for all your different friends is a wonderful thing.  Doing it in a very simple and easy way is what we are trying to build at the Fridge.