The new feature is an activity stream of recent activities by all users on various social networks – blog posts, new photos, bookmarks on Delicious, Facebook updates, Twitter updates, etc. The image shows the new profile page – mine is here, and I’ve added a summary widget below.

If that sounds familiar, it’s because it’s the startup feature du jour. Facebook first popularized the news feed in late 2006. Later others took the idea and opened it up, creating a news feed around activities on a variety of social networks. FriendFeed is the most popular, and recently raised a $5 million round of financing. Plaxo, Soup.io, Iminta, Spokeo, ProfileLinker, MyLifeBrand, Fuser, 30Boxes, Mugshot, Readr and Second Brain all have variations. Party planning site MyPunchbowl recently released its version. And now, Facebook is planning to open up their NewsFeed and allow users to add other services as well.

Yeah, I know. That’s way too many similar services to test out. If you’re a casual observer and just want to try out one service, go with FriendFeed (my account is here). People are flocking there, and starting to use it as a hub to leave comments and other content. If you’re already a Plaxo user, their Pulse product is just as good. Facebook isn’t open enough yet to really be called a competitor.

The new MyBlogLog features are a great addition to the product, but it’s not innovative enough to make a big impact. They do have a large community of loyal bloggers using their service, however (including me), and I’ll certainly keep an eye on the activity streams of the people I follow there.

The idea of social networking site aggregation or single landing page isn’t new, we’ve covered startups aiming to provide a similar service, such as MyLifeBrand, ProfileLinker and Loopster, but none have really captured the imagination of the broader internet. Mahalo is trying to better these services by becoming the front page destination for those looking to access sites such as Twitter, Facebook, MySpace, LinkedIn, Flickr, YouTube and others.

Setup is easy enough. You simply add your user name or user ID into the boxes provided, and it then pulls your profiles from each service. It’s not perfect yet, for example you have to provide your full URL for Facebook (which they noted) and LinkedIn (which they didn’t note). From there you can visit each page via tabs on Mahalo itself. I found that maybe half of the pages I opened remembered my ID and I had immediate access to use the sites, others didn’t at first, but after logging in work fine.

I wont fully revisit the whole is Mahalo a great service debate here other than to say that someone once described Mahalo to me as search for the mentally challenged (well he used another word, use your imagination). I’ve always thought that was a little unfair, it’s perhaps search for the Google and/ or Boolean illiterate (so I’m not the target market), but there is value there for the general consumer market. I’m not about to switch to using Mahalo for search tomorrow and I’d expect most of you reading this wont, but ignore the search and take a look at Mahalo Multiprofiles.

It’s well implemented, handy, and its something I can see myself using. We still aren’t at the ultimate point of proper social networking aggregation yet (see Google Socialstream for how it will eventually work) but in the mean time Mahalo Multiprofiles may well find favor among the many who struggle to keep up with their ever growing number of social network sites.

On a related note, I cant help that wonder exactly in which direction Mahalo is heading. Mahalo offers a social networking platform that now does aggregation, and on the search side it’s starting to look more and more like Weblogs Inc than a search engine, check out the Celebrity Gossip pages as an example: that’s not search results, that looks and smells like content generation to me. Calacanis has always been good a building multiple traffic streams so it’s probably part of that strategy, but at the current rate Mahalo wont primarily be a search tool by the end of 2008.

Soup.io is very low friction take on life streaming that serves as an aggregator for a lot of your public social media feeds. There are a lot of startups trying to do social aggregation (Spokeo, ProfileLinker, MyLifeBrand, Fuser). Paul Buchheit’s highly automated FriendFeed looks like one of the best so far, but Soup.io is another easy to use alternative despite being manual.

Without needing to sign up, you can easily combine feeds from services like: Flickr, Digg, LiveJournal, Delicious, eBay, StumbleUpon, Twitter, Vox, YouTube, Zoomr, or any other RSS feed. Soup.io also has a bookmarklet that lets users easily add content to their feed from around the web, turning it into kind of a tumble blog. All the feeds are displayed in dated order on a customizable profile page. Signing up means you can connect with friends, follow their feeds, and link your feed to your own domain name.

Each of these “life streaming” services is applying the news feed paradigm to the web, but not wrapped in the same sense of place and purpose as Facebook’s social network. Most life streaming services are just really simple RSS readers or replace a bunch of social networks with another somewhat clunky meta one. However, as social sites open up their information, services like Soup will benefit and the real question will change from how to aggregate your content, to what really interesting services you can run on top of them.

MyLifeBrand supports Friendster, LinkedIn, Bebo, Facebook, H15, Orkut, MySpace, and TagWorld among others and is working on support for a number of niche social networks including Angling Masters, Navy Seals and Drunk Duck.

Users are also able to add their contacts from external networks to their MyLifeBrand friends list creating a master friends list.

The difficulty in managing multiple social networks is real and any heavy Web 2.0 site user will understand the problem. We covered Spokeo in November 06 and a number of similar services since.

MyLifeBrand gives social networking aggregation a decent shot, however presenting external sites in a frame doesn’t work for me (see screenshot).

The introduction of the Facebook’s F8 platform shows the real direction in this space. Facebook allows external sites and services to be integrated directly into Facebook and not through frames as with MyLifeBrand, delivering a far superior user experience. This is not to say that MyLifeBrand won’t be able to find a user base, it’s just that they are probably 12 months too late in releasing, and 6-12 months behind in delivery and integration to become a major player. The long tail is long and there is always room for new comers, so I do wish them luck; competing against Facebook will be a challenge.