Gist, Plaxo and Xobni all aim to cut through the social media cloud and pull together a comprehensive digital address book.

Although each tool has its pluses, none has a magic formula making it the must-have contact manager organiser.

Gist filters your various in-boxes and delivers incoming messages in a single place. Its strong point is sorting things in a rough order of importance. It works with email, Twitter, Linkedin and Facebook. Gist doesn’t always get this right, but it’s an improvement on the usual overloaded in-box.

Gist is free at the time of writing.

Plaxo does a reasonable job of synching to contact management applications. It can also pull in some of your social networking messages.

Plaxo is free, but you need to buy the premium service to synch with Microsoft Outlook and mobile phones. My Plaxo account is full of duplicate entries – annoyingly you can only merge these if you pay for the premium version.

Xobni looks good, but it’s an Outlook add-on and doesn’t replace the contact manager. It provides better index cards and links entries so you can quickly find a contact’s colleagues.

Google’s contact management tool – part of Gmail – is second rate. It provides little information and adds no value.

Of the three tools looked at here, I recommend Gist as a way to cut through the noise. But for now, Outlook remains the smartest contact manager.

Plaxo is part social media tool, part address book. It is useful for keeping contacts names and addresses up-to-date.

Useful, but not as elegant or as handy as alternatives such as Linkedin.

Plaxo has a chequered history. In the early days Plaxo messages would turn up in my email all the time. They looked like spam and were annoying. The company climbed aboard the cluetrain and the unpleasant stuff stopped.

While Plaxo needs to make money – don't we all? I'm not sure the company's current approach will work. It certainly doesn't work for me.

Plaxo operates a so-called "Freemium" business model. The basic product is free, if you want to do more with the tools you have to pay. In theory it is a good business model and there are many cases where it works well.

I've recently come across three ways Plaxo aims to get money from me. I don't think I'd pay for any of these:

1. Outlook sync. This was free, with a paid-for version allowing more features. Now sync is part of Plaxo Premium and costs US$60 a year – around a NZ$100.
2. Then there's Plaxo Pro available in three versions; Basic, Plus and Power. The Power version is a whopping US$250 a month and essentially provides you with a way to spam Plaxo members. It includes Premium.
3. Then there are e-cards, basically electronic birthday cards and similar stationary at a cost of US$20 a year.

You can forget the e-cards. Why would I ever want to pay US$20 to send them?

I've no need or inclination to spam people, which rules out Plaxo Pro.

Which brings us to Plaxo Premium – paying for support is fair enough. Paying for the ability to back-up is reasonable. Paying to remove duplicates is a bit on the nose, but we'll let that go. I can't use the sync to Windows Mobile and I used the Sync to Outlook when it was free and was not overly impressed.

Plaxo is an OK online address book. It's not a useful to me as Facebook or Linkedin. It has around 15 million users – Linkedin has 43 million, mainly business oriented users, Facebook has 300 million.

Which one of those is the most valuable? Certainly not Plaxo.