Have you seen websites where you can connect with your Facebook account in order to comment on one of their posts? How about websites that allow you to sign in using PayPal directly to make purchases? Have you noticed something about them? That’s right. They have a ton of loyal customers that use their services without a hitch.
Think about why this happens: Social login services take away that extra step of creating an account on a website, which can turn off a prospective customer. Simply seeing a registration form can really send your customers elsewhere. Let’s say you don’t have a website that sells anything, but you have a blog. The same rule can be applied. Web visitors are very fickle and usually turn away at the first sign of inconvenience.
Imagine having to remember a username and password for every television channel you land on. Many people, in this situation, would opt for the path of least resistance (i.e. browsing only two or three favorite channels and sticking to them). This isn’t the 1950s anymore. Today, we live in a world of choice, and the most successful businesses offer their customers more choices.
Social login integration is most advantageous in websites that sell products, content websites, and so many other applications that it would be difficult to find a scenario in which social logins would be disadvantageous.
That said, you need a reliable service to get on the social networking wagon:
- Janrain offers social integration services for websites that want to have the possibility of allowing their visitors to interact with social networks (Facebook, Google+, etc.) and payment platforms (like PayPal). Their basic package is free, allowing you up to 2,500 users per year. Anything above that will cost at least $100 a year, which isn’t much considering how much ROI juice you’ll be getting from this.
- Gigya gives you an enterprise-level social integration solution without regard to how many users you have. Their services can be pricey for small businesses, but it’s something to consider if your aspirations take you somewhere higher. They offer something similar to Janrain, and include a fully-featured social analytics platform and social identity management.
Currently, businesses like ABC, Forbes, Microsoft, and even Sprint use social media integration to make the world a bit easier to explore. Social login integration will open your doors to become a truly integrated part of the global Internet.
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