Rowing back to pick up members
The fact that Xing does not go against Facebook is shown not only by the membership numbers - a comparison of user numbers from the year shows, for example, that Xing ended up in 9th place - but also by Xing's strategy:
Only certain features like the message function and the status messages were also usable for non-premium members.
Keep members at all costs?
A clear sign that you want to keep members at all costs. Now Xing has built in a commentary, as known by Facebook. It is to save the sleepy network. But whether that still helps?
Honestly: I never really got to do much with Xing. Sure, you can accumulate contacts, I even moderated a group. But I never found really good contacts, exciting people, interesting orders there. The Sense I first discovered social networks with Facebook and later with Twitter:
Facebook is more communicative, Xing is clearer
"Are you on Facebook?" I ask today if I want to stay in touch with someone. And people who have more to do with the Internet, I ask "What's your name on Twitter?" For professional purposes, Twitter is much more useful, because there you can communicate much faster and more precise than in the sedate Xing groups.
But I'm perhaps just not the right target group for Xing. More conservative industries are likely to appreciate this more cohesive communication style. And they probably guess one thing above all: the clearer handling and the data protection, which can be very questioned at Facebook.
"A reason to finally cancel my premium membership"
And this is exactly the advantage that Xing could use with the new comment function. Apparently some users feel overwhelmed with the new ad. Some may even be bothered by the fact that they now have the status messages directly on the presentation plate, while others may find that you are now facing a constant compulsion to communicate.
Because the calmer ease and privacy was something that made Xing for many so far attractive than Facebook. And so were the first complaints and threats of exit "... a reason to finally cancel my premium membership" not enough.
Xing should not be a second Facebook
The anti-maintenance has surprised me, but shows just why the people are on Xing. On the other hand, I was also quite confused when I opened Xing yesterday and discovered the new function.
When I discovered Facebook, I was wondering why there is not this great pinboard feature on Xing. Now that they are at Xing, I find it simply superfluous. ME comes the year too late: Facebook, and for respondents Twitter, as well, have established themselves as exchange media.
Xing, on the other hand, is the quiet address book backup where you can conveniently export contacts and appointments, and for many, this is the number 1 page if you want to learn about a resume. And now that!
The end for Xing?
Trying to adjust to Facebook so belatedly is just another strategic mistake Xing makes: after the IPO, with which the company slowed down its growth early on. And after the unsuccessful international expansion, in which, for example, cultural customs in Asia were simply overlooked and where one looks old alongside competition like LinkedIn. So it is no wonder that the Xing start-up scene is one of the German companies that will no longer exist in this form in 2015.
After all, there are also setbacks. The business network gave up its “topics” feature again. This is also connected with a social signal: The users apparently did not want to use another feature. There was a modest message from Xing, which describes itself as Germany's most popular business and recruiting portal. It was written succinctly:
The area of XING topics is below our expectations, so we have decided that End beta phase of XING topics and no longer offer this function.
What's behind it?
I found Xing Themes one of the platform's more innovative new tools. A kind of blog in the social network with extensive tagging function. And one on which I noticed real interactivity on Xing for the first time when I looked at the reactions to my postings.
But that was exactly the problem: I only used Xing topics at all because at the beginning you could still import blog posts via RSS feed. A practical autoblogging function that went far beyond the possibilities of Facebook with the automated tag function.
The goal of "as many clicks as possible" was not achieved
Xing apparently did not want his users to simply simply download their blog posts; it wanted interaction, activity and as many clicks on the page as possible. Like all social networks.
The RSS import function was soon closed again. “That doesn't make Xing more attractive for bloggers,” someone said at that time. He should be right. Apparently, users simply don't feel like using another feature.
Saying goodbye to Xing topics is also a sign of general social media fatigue, especially among business networks - a social signal, so to speak, that the social media hype is losing a lot of water.
Time for the subject to be steered more calmly instead of being constantly chased from one gadget to the next, which we think we have to try.
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