Rowing back to pick up members
The Xing against Facebook does not arrive, not only the numbers of members show numbers - here a comparison of user numbers from the year 2010, in which Xing landed far away on 9 - but also the strategy of Xing:
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?
To be honest: I never really could do much with Xing. Sure, you can accumulate contacts, I even moderated a group. But really good contacts, exciting people, interesting jobs, I could never find there. I discovered the meaning of social networks only 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?
The attempt to align itself so belatedly on Facebook now, is just another strategic mistake that makes Xing: After the IPO, with which the Company slowed down its growth early on.
And after the unsuccessful international expansion, in which, for example, cultural practices were simply overlooked in Asia, and in addition to competition, such as LinkedIn, one simply looks old.
No wonder, then, that Grüning's scene counts Xing among the German companies that 2015 will no longer be in shape.
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