Social Networks Offer a Way to Narrow the Field of Friends

Just ask Becca Akroyd. When Ms. Akroyd, a 29-year-old lawyer in Sacramento, Calif., wanted to share a picture of her new vegetable garden, she didn’t turn to Facebook. Instead she posted it on Path, a service that lets people share pictures, videos and messages with a small group.

“The people I have on my Path are the people who are going to care about the day-to-day random events in my life, or if my dog does something funny,” Ms. Akroyd said. “On Facebook, I have colleagues or family members who wouldn’t necessarily be interested in those things — and also that I wouldn’t necessarily want to have view those things.”

Path, which limits friend groups to 50, is among a new crop of Web services that allow people to connect with a handful of friends in a private group. Users get the benefits of sharing without the strangeness that can result when social worlds collide on Facebook. Other start-ups in this anti-oversharing crowd include GroupMe, Frenzy, Rally Up, Shizzlr, Huddl and Bubbla.

Even Facebook recognizes that people don’t want to share everything with every “friend.” It has privacy settings that control who can see what, but many people find these challenging to set up. So last fall, Facebook introduced Groups, for sharing with subsets of Facebook friends. And in March, it acquired Beluga, a start-up that allows sharing photos and messages with small groups privately.

Last month, Facebook said its users had created 50 million groups with a median of just eight members. It also introduced the Send button, which Web sites can use to let people share things with Facebook groups.

“We realized there wasn’t a way to share with these groups of people that were already established in your real life — family, book club members, a sports team,” said Peter Deng, director of product for Facebook Groups. “It’s one of the fastest-growing products within Facebook. Usage has been pretty phenomenal.”

Google is also working on tools for sharing with limited groups of people, according to a person briefed on the company’s plans who was not authorized to speak publicly. Slide, a maker of social networking apps that was bought by Google, recently released an iPhone app called Disco, for texting with small groups.

Google may discuss its plans in this area at a conference for developers this week. A spokeswoman, Katie Watson, declined to comment.

No one expects the start-ups in this field — most of which are new and have relatively few users — to replace Facebook or Twitter. Instead, their creators say that they do a better job of mimicking offline social relationships, and that they represent a new wave of social networking that revolves around specific tasks, like sharing photos or coordinating plans for the evening.

Shizzlr, for example, was created by two graduate business students at the University of Connecticut after they realized it was impossible to organize plans on Facebook.

“You put out a status about weekend plans and, all of a sudden, you get your uncle commenting that he wants to go hiking with you and your friends,” said Nick Jaensch, who created Shizzlr with Keith Bessette.

After users invite a few friends into a group on Shizzlr, the service grabs a list of coming events from Yelp, Google and Facebook and lets members discuss their options. The groups reach capacity at 20 people.

In the last three months, about 3,600 people have downloaded the application — a tiny number compared with Facebook’s 600 million members. But Mr. Jaensch says he is not interested in competing with Facebook.

“The people that you’ve called in the past two to three weeks are the people you actually do stuff with,” he said.

Shizzlr is just getting off the ground, but some of the other services in this field have attracted the attention of prominent investors. Path has raised $11 million from venture capitalists, including Kleiner Perkins Caufield & Byers and Index Ventures. GroupMe, which says it is handling 100 million messages a month, raised $10.6 million from Khosla Ventures, General Catalyst and First Sound, and others. AOL acquired Rally Up late last summer.