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. (That date has now been extended to August 20.)

“Fridge will be shutting down but the core tenets will stay on in Google+,” Chang said today. He said two people from the four-member Fridge team will be moving to Mountain View, Calif. to join the Google+ team.

Groups for Google+ have actually been a part of the plan for a while, said a person familiar with Google’s product development. Internally at least, groups for Google+ have been known as “shared circles.”

Fridge had raised $800,000 from angel investors such as Mitch Kapor, Naval Ravikant, Keith Rabois, Jim Young, Jeremy Stoppelman, Jameson Hsu, Geoff Ralston, Jason Sander and Joshua Schachter.

Update: Another Google acquisition came to light this week: Scoopler, the maker of social media celebrity stalking service JustSpotted.

After it struck its online advertising and search partnership with Yahoo, Microsoft tapped longtime Internet exec Brett Wayn (pictured here) to work with Greg Nelson during the integration.

Well, Wayn must have liked what he saw at the Silicon Valley Internet giant, since he is bouncing there from his job at the Redmond, Wash. software giant to help run local efforts at Yahoo.

[UPDATING local roles at Yahoo.]

Wayn will be working for Chief Product Officer Blake Irving and will be responsible for product management of Yahoo’s local “horizontal.”

He will work closely with whoever Yahoo finds as a replacement for Matt Idema, a longtime Yahoo exec who shuttled over to Facebook as a director of business operations, working on the local arena.

Luke Beatty, who heads up Yahoo’s Americas region community and local businesses, including Flickr, Groups, Answers and hundreds of local sites, is doing Idema’s job for now within Americas head Ross Levinsohn’s unit.

Local is a hugely hot space right now, with a spate of Web focus from giants like Google and Facebook to powerful start-ups such as Foursquare and Groupon.

Wayn has more recently been working on international for Microsoft’s MSN portal. The Australian native has also worked at AOL and, interestingly, has an actual medical degree.

In other words: Paging Dr. Local, stat!

Last week, Yahoo’s advertising unit got the once-over from its new sales head Wayne Powers. And, this week, its new Audience unit head Mickie Rosen is making a series of executives moves.

First up, sources said that the current head of its powerful Yahoo News, Mark Walker, will be leaving for another another company and a new head of the news site is close to being hired.

Already hired is top Time Warner digital exec Ken Fuchs, who will now run Yahoo’s huge sports, games and entertainment sites. He ran all digital distribution at Time Inc. Digital, overseeing emerging platforms for more than two dozen Web properties. Before that, he also ran Sports Illustrated’s online site and, previous to that, worked in strategy and development for Fox Interactive Media.

And Associated Content head Luke Beatty will be adding a lot to his portfolio, now running the Americas region community and local businesses, including Flickr, Groups, Answers and hundreds of local sites.

Yahoo’s current local head Matt Idema, sources said, will likely be leaving the company.

Lastly, Erin McPherson will be running all of the Silicon Valley Internet giant’s much dispersed video offerings, branded and original entertainment, across the Americas region.

In related news, Matthew Rothenberg, product head at Flickr, said in a blog post that he was leaving the company.

Yahoo declined to comment on the moves.

The money was actually raised last fall in two rounds after the company completed the Y Combinator program, but for whatever reason it’s been kept under wraps. NetworkEffect took the opportunity to talk with co-founder Rudy Adler about his year-old start-up this week.

“The Internet was missing a past tense,” is Adler’s quip to explain the motivation for 1000Memories. The site offers a central place for mourners to contribute pictures, stories and the like, with the promise of becoming a permanent collaborative obituary and eulogy.

Sites like Facebook don’t have a great way of dealing with people who pass away, because they are designed for living participants, Adler said. Creating accounts for dead people can be awkward, but perhaps less so on a dedicated, nicely designed site.

Future premium products for 1000Memories may include custom domains, physical memory books, personalized designs and additional storage, Adler said. The company currently helps its users do things like rip and post DVDs, in part because they are often much older and less tech savvy than the average social media user.

1000Memories recently launched a groups feature that was used to memorialize those killed in the Egyptian protests. It went viral, with more than 400,000 page views, Adler said.

In addition to Greylock, participants in the $2.5 million Series A round included Caterina Fake, Ron Conway, Keith Rabois, Mike Maples, Paul Buchheit and Chris Sacca. It came through just a couple of months after 1000Memories had raised an angel round worth $500,000.

The company has a not-too-shabby 35 million downloads to date of its Wall product, and is the default media gallery for Google’s Android. But now it’s venturing out into the oh-so-hot mobile media-sharing space (see: Instagram, Path, Picplz) with a photo app called LiveShare–for iPhone, Android, Windows Phone 7 and the Web–that’s focused on groups.

Cooliris is also announcing today that it’s raised $9.6 million in Series C funding from investors including Kleiner Perkins Caufield & Byers (which also recently backed Path), Deutsche Telekom’s T-Venture, DAG Ventures and the Westly Group. The five-year-old Palo Alto-based company has now raised a total of $28.6 million and employs 45 people.

Cooliris’s new LiveShare app helps users create photo streams for a particular event or group of people. Everyone who is invited to a stream can share photos, taken on a phone or elsewhere. Cooliris CEO Soujanya Bhumkar said that he thinks this “hyperpersonalized” approach fits with how people think about sharing: With respect to the four aspects of space, time, interests and relationships.

What does that actually mean? While Path pushes users to identify their closest 50 friends for intimate sharing of personal photos and videos, LiveShare gives users the option of sharing with whoever is appropriate for any context.

There are many alternatives to LiveShare, especially for Apple’s iOS platform. Will users want to install yet another app because of its particular set of nifty features and the flexibility of its sharing options? Perhaps not, but people seem to increasingly utilize tools to segment their online identities, so LiveShare could become part of that trend.

There’s also competition from the social Web giant Facebook, which provides a similar way to filter its Web site based on designated friend groups (though it has not disclosed how popular the product is with users). LiveShare, like many social apps, gets its friend network information from users plugging into Facebook.

But Cooliris isn’t starting from scratch with this product. For instance, the company is making use of its existing relationship with Google, so LiveShare will be incorporated into Android’s Gallery. But with nearly $30 million raised, expectations for LiveShare will be very, very high.

The new SkyGrid Groups pages look like another social network, but they’re not; instead, they link out to fans’ existing profiles and updates on services like Twitter, Facebook and YouTube.

SkyGrid founder and CEO Kevin Pomplun said an artist like Lady Gaga (who is a launch partner) could create groups for the local areas where she will be touring (so they can meet and organize rides) or for people who are talking about a particular song of hers (based on a keyword search). Another pilot user is the crowdsourcing project Ushahidi, which is using its page to highlight top fans in its community.

Although he later clarified, “I wasn’t making a value judgment,” maintaining 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.

Even as Zuckerberg’s Facebook extended its dominance in 2010 to the point where it seems to have a social Web monopoly, it was still a landmark year for social network competition.

Where in the past, tech industry watchers derided new start-ups for launching “yet another social network,” ever more users seem to be constructing multiple online presences that utilize the strengths of various platforms and networks.

And this splintered approach is only going to increase.

Internet users now have plenty of outlets for self-expression. They can prioritize individuality and choose to post on the highly customizable Tumblr, or instead value the comprehensiveness of a network and post on the blander Facebook.

A big part of this shift toward understanding the private online self versus the public online self has been the rise of Twitter. On Twitter, regular users make the sort of decisions celebrities do: What to share about their private lives with their public audience of followers.

Another shift has been the rise of smartphones, along with their quality broadband connections, good cameras and mobile apps.

As an early adopter of various social apps, I’ve recently been confronted with the choice of whether to post a picture taken with my Apple iPhone on-the-go to Facebook, Twitter, Instagram, Path or Picplz.

Each of them has different audiences, different associations with my personal or professional identities, and different expectations for how people will view and interact with my snapshot. (And I suppose there’s also the option of keeping the pictures to myself on my phone storage.)

Although the people noisiest about privacy on Facebook have at times been the media, publicity of the company’s highly confusing privacy settings seems to have led to many more people being aware of them and perhaps even changing them.

Perhaps that’s why I see an increasing–but still quite small–portion of my Facebook friends using pseudonyms on the service. And when I asked them why, I heard a variety of reasons.

One is a teacher, another prefers to go by the moniker he uses artistically. Yet another is a college student who is applying for jobs and who wants to be more anonymous for a while. Like many of today’s young people, she has become highly conscious of balancing the freedom to be herself online with the way she is perceived by professional contacts.

(A representative for Facebook declined to comment on whether the company has recently been more permissive about allowing pseudonyms, something it has traditionally frowned on.)

Of course, very little of what’s posted online can be trusted to never get out or never be linked to its originator. If you really want to keep your thoughts private and impermanent, of course, keep them in your head.

But there are now many more options for more private communication, many of them having first come out in 2010. They include small-group coordination tools like GroupMe, Fast Society and Beluga. There’s also Path, a start-up from a former Facebooker that is perhaps too limited by design, but is exploring the world of more intimate and personal communications.

For many people, their Facebook network is far from a direct match with their real-world friends, so it will be increasingly important to use these tools to dice circles up and make them more accessible. (Facebook is also trying to address that need with its own Groups tool.)

To be sure, that Facebook map of connections is a highly valuable asset, one the company has fiercely protected, as Google reformulates its approach to the social Web.

Splitting your users into an entirely new social graph will certainly hamper growth. For instance, another early Facebooker launched Jumo, a social network for people connecting with nonprofits that seems to risk being redundant with, and isolated from, similar efforts on other platforms.

And Foursquare, despite its zeitgeisty innovation for sharing real-time location updates, has accumulated only about five million users in the last two years.

However, the speedy growth of new social networks like the addictive Instagram–which is like Twitter for pictures and got one million users in its first two months–shows that there’s still an opportunity to take an independent path.

What seems particularly notable about the current moment is that many people are evolving their approach to expressing themselves online, and they now have many tools and contexts to do so. And it’s up to them if these multiple identities will be unified anywhere except in their heads.

(Image collage at top of post courtesy Flickr user shannonkringen.)

Please see the disclosure about Facebook in my ethics statement.

The move is especially interesting because Adams had prepared an influential slide deck about the shortcomings of today’s social networks that was widely circulated online as well as within Facebook. Originally presented at the Voices That Matter Web Design Conference in June, “The Real Life Social Network” has been viewed more than 400,000 times since being posted on SlideShare.

For Adams to join the opposition is obviously not a vote of confidence for Google and its much-maligned plans to offer more social products.

Adams, who had spent four years on the Google user experience team, didn’t specify what his new gig at Facebook will be. At Google he had worked on products such as Gmail, Latitude and YouTube, according to his bio. Adams is also the author of the forthcoming book “Social Circles.”

After seeing Adams’s tweet this afternoon, I took some time to replay his 224-slide presentation.

In the last five months, Facebook released a Groups feature that addresses some of the problems Adams identified in online social networking, but his ideas and principles have not gone stale. Adams’s main thesis is that online social networks have not evolved to accurately portray and extend the offline social networks people have had forever. He compares Facebook friend lists and IM chat contacts to the awkwardness of planning a wedding seating chart, where people from all parts of your life come together.

While tools like email exist to help people communicate with those they are most strongly tied to, and services like Facebook help us keep track of our “weak ties,” Adams speaks of a need for a third model of “temporary ties” that recede after a short-term period, like an eBay transaction. He also talks about the opportunity to capitalize on the high degree of influence that friends have on each other’s purchases.

Adams proposes that people will increasingly need to have more than one online profile, and that online social products must be designed with privacy and trust at top of mind. He says well-designed social products must communicate to users the consequences of their actions.

These are interesting principles, but they’re hardly a blueprint for Google’s long-awaited social offerings and upgrades. The big difference is that now Facebookers can go straight to the source rather than being a few of the 400,000 people to view Adams’s ideas and research online.

Please note: As disclosed in my ethics statement, my husband is a part-time researcher on the Facebook user experience team.

Dohring’s new venture, Age of Learning Inc., plans to launch a Web site called ABCmouse.com Early Learning Academy designed to teach basic reading, math, science and other subjects to children between the ages of two and six. In some ways, the site is a big departure from Neopets, which Dohring sold to Viacom Inc. in 2005 for $160 million.

For starters, he says there won’t be any advertisements on ABCmouse.com, which will instead charge parents $7.95 a month or $79.95 for a year (the site will be free to public schools in the U.S. and Canada that apply, he says). Some parents and children’s advocacy groups have criticized Neopets in the past for immersing them in ads for McDonald’s Happy Meals, cereals and other things.

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The young company has really gotten way too into these show-and-tell events. The formula is down pat: The usual crowd of tech bloggers and mainstream media types, plus some partners, show up at Facebook’s Palo Alto, Calif., office park and wait around for an awkward amount of time. Mark Zuckerberg walks up to the front of the company cafeteria and gives unscripted remarks about how great a few new products are. Product managers come demo them, questions are asked, lunch is served.

This time, at least, the Facebook product launch is in San Francisco, where the Web 2.0 Summit kicks off a little later in the day. (Google CEO Eric Schmidt goes on stage a couple hours after the Facebook event ends.)

Certainly, worse things could happen to me than having to write about a new Facebook product. But if the company wants to make such a big deal about these launches, it should come up with some really great stuff and/or bunch it all together (see: Steve Jobs).

It’s not so much the events; it’s the products themselves. Facebook’s last few launches–coming out of a self-imposed “lockdown” period of intense product development and much overtime work by employees–haven’t knocked any socks off: A gaming platform redesign, the Places check-in tool, a revised Groups feature, a way for users to download their archive of activity on the service, the Kleiner Perkins sFund launch (which Facebook got roped into hosting), single sign-on for mobile, the beginnings of a deals platform. And there were a few launches made sans event: Facebook Questions, high-resolution photos, etc.

All these are nice enough but, at best, slow-burn products. So far, none of them dramatically impact the way the majority of users value and experience Facebook.

That’s because many of them are fringe products; for instance, Pew says only 4 percent of U.S. online adults have ever shared their location with friends using a mobile device. Surely, Facebook can raise those user numbers, but location-sharing is not a mainstream activity and won’t be for a long time.

Still, even as I am bitching, I am setting Facebook up to succeed, because email is actually a mainstream product. The company will have to come through on the feature front, but there’s a good chance tomorrow’s launch could actually matter.

We can only hope.

Please see the disclosure about Facebook in my ethics statement.

Image courtesy Flickr user Robert Scoble.