When it comes to managing a digital profile, one of the most frustrating things is jumping from conversation to conversation on different sites. Whether you’re representing a company or not, it’s hard to keep up. What if you miss something? What if someone’s complaining on LinkedIn, but you think everything’s ok because the vibe on Twitter is positive?

Pluck, the company best known for white-labelling its social networking solution to publishers including Sky, The Guardian and FOX, is now attempting to solve this issue through its ‘Social Bridging’ service.

Social Bridging connects social destinations (sites that users visit daily to connect with friends in a reasonably unregulated way) and social sites (often brand-led, that may contain applications or information that makes the experience more engaging). This allows each experience to flourish, while also complementing one another by joining the dots.

The company has already seen great success by introducing an element of integration to the Times Online site. Previously, the comments system couldn’t keep up with the weight of comments being posted – and would not allow them to be moderated quickly enough. The introduction of feature-rich tools from Pluck turned this around, increasing user comments on articles by 30% to 170,000 over the first three months of implementation.

Along the same line, Social Bridging allows brands to make the most from social media investments by connecting their sites to big social destinations like Facebook, Twitter and LinkedIn. A typical example of this would be allowing site visitors to communicate with friends on Facebook about their visit to a brand’s site, then making it easy to invite their friends back to the site. This increases traffic, and encourages customer acquisition by making the site more inviting.

Ultimately, this means that visitors to a given social site have the option to participate on a site using their existing social profile of choice (via open standards and initiatives like Facebook Connect), which decreases barriers to entry and increases the amount of information they’re likely to share.