Set Joomla_Fullname value for account

I'm having a challenge getting setFieldValue to work for JOOMLA_FULLNAME for an user account. Here is the code that I'm using to test if I can create the custom field entry.

require_once ( JPATH_BASE . 'administrator' . DS . 'components' . DS . 'com_easysocial' . DS . 'includes' . DS . 'easysocial.php' );
require_once ( JPATH_BASE . 'administrator' . DS . 'components' . DS . 'com_easysocial' . DS . 'includes' . DS . 'user' . DS . 'user.php' );
require_once ( JPATH_BASE . 'media' . DS . 'com_easysocial' . DS . 'apps' . DS . 'fields' . DS . 'user' . DS . 'joomla_fullname' . DS . 'joomla_fullname.php' );

$user_id = (int) '658';

$user = ES::user($user_id);
$name = new SocialFieldUserJoomla_FullnameObject($user, NULL);

$name->first = (string) 'Fran';
$name->middle = (string) 'Fred';
$name->last = (string) 'Froster';
$name->name = (string) 'Fran Fred Froster';
echo ( '<br>');
echo ( '<br><br>');
echo ( $name->toJson() );

$user->setFieldValue('JOOMLA_FULLNAME', $name->toJson() );

I was able to get the setFieldValue to work for all the single fields as well as the address field, but the joomla_fullname just won't let me set the custom field value.

I have the latest version of Joomla and EasySocial installed on Ubuntu 16.04.

Any help would be appreciated.

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