Facebook’s constant drive towards making all of your data public means that the world’s largest social media site probably isn’t the best platform for you to share those photographs of you kissing the boss’s daughter, but the modern web has created a mindset which means that we just have to tell people and show them the pictures when something like that happens.

This is where The Fridge steps in. Backed by YCombinator, The Fridge is a private group-based site which promises a Facebook-like experience for those who would rather interact and share with their friends without worrying about the wrong people finding out what you’re getting up to. Users can still share photographs and status updates, comment and “heart” (similar to the ‘Like’ function on Facebook), but can do so secure in the knowledge that only people in their group can see it.

Although it’s unlikely that The Fridge will become a serious contender to Facebook’s worldwide dominance (Facebook has now hit over 500 million members), the increasing amount of new social networking sites which are cropping up promising increased levels of privacy – or indeed some privacy – could lead the site to struggle in the not too distant future.