7 Considerations for Using Social Login on Your Website and/or App
Think of social media as a repository of user data that is just waiting to be tapped. As a business, accessing this data will help you deliver products and services that are more attuned to the needs of your consumers. One of the ways you can leverage social media data for your business’s benefit is by integrating your web presence with social media. A social media friendly website is best placed to help your business experience the slew of benefits that social media can bring to the table.
Businesses employ different techniques to merge social with their websites—while blogs and social share buttons are commonly used to improve the shareability of the site content, custom social widgets are also used to add customers to a business’s social media assets.
There is yet another way of engaging users with social relationships, and that is by integrating Social Login with your website.
Social Login is a mission critical tool that contemporary websites must provide, if they’re asking for user registrations. With this login tool, users can sign up for a site using their social network credentials. They can take their pick from networks such as Facebook, Twitter, or Google+, and use their account information from that specific network to sign into a site.
Understanding Social Login
To understand the need for Social Login, we first need to understand why the standard user registration process poses a problem. The first obstacle is the reluctance of users to share personal information with a website they know nothing about; these trust issues are difficult to overcome. Secondly, consumers aren’t keen on going through a time consuming registration process that also involves the creation of a unique username and password which they must remember. As can be imagined, this leads to a decrease in registration conversions, and Social Login is the ideal solution to arrest this slide. In addition, the Social Login API offers yet another crucial benefit for businesses—the mining of a user’s social data—which allows them to understand user behavior, identify their preferences, and align their service and product offerings with the expectations of the user.
Using Social Login
While the benefits of Social Login cannot be denied, in order to optimize its use, you need to be able to use it correctly. It’s important to realize that users aren’t going to see Social Login on your site and immediately use their social accounts to log into your site. They aren’t as carefree as before when it comes to sharing their social media identities, especially if they’re coming across your site for the first time. Moreover, they do not want a site to post useless information on their social media profile. For example, the Facebook wall of a user is like his social media home. It’s his own space that he’s created painstakingly. He doesn’t want unnecessary ‘ads’ being pushed onto his wall, just because he shared his social credentials with your website.
So, if you’re offering Social Login on your site, you must ensure that users are making an informed decision to share their social information with your site. Here are some considerations you should keep in mind to maximize the potential of social sign on for your site:
1. The Purpose of your Website/App Must be Easily Understood
Social credentials will only be shared if the purpose of your website is clearly visible and understood. Displaying clarity of purpose is one of the ways you can improve website credibility, and thus get people to use Social Login on your site.
2. Explain Why User Login is Required to Use the Website or App
If you have an ecommerce website, the need for user login is self-explanatory, but what if the reasoning is unclear? For example, if your website offers professional services, why is a login necessary in that case? How will it help the user? Will the user get access to more useful information if he/she logs in with their social credentials? Mentioning this information will encourage users to log in.
3. The Key is Using the Appropriate Social Networks
Today, the best Social Login APIs offer businesses the benefit of choosing from a huge list of social networks for social sign on. You should take advantage of these extensive offerings and provide users with a choice of networks that they are most likely to use for sign up. Facebook, Twitter, and Google+ are an absolute must. Add a LinkedIn login, if you’re targeting a B2B audience, and so forth.
4. Ask for the Right Information
Apart from some basic information that a social network allows you to retrieve without user permission, access to all other information is permissions based. Make sure you request permission to access user information that will deliver the most value for your business. Also, why you need this information must be explained to the user. For example, if you want the user to share personal information like their marriage anniversary, explain why you want this info. Tell them how sharing this information with you will be beneficial to them.
5. Give Users an Inkling of What To Expect if They Share Their Social Credentials
If you’re making Social Login a part of your app, give users an idea about the kind of functionality and features they can access if they log in with their social credentials. The idea is to give them a solid reason for giving you access to their social identities. Tickle their interest and make sure they feel like they’re missing out on something important if they don’t login.
6. Make Sure They Can Opt Out if They Want To
Do not make it difficult for the user to opt out. If a user no longer wants you to access certain user data or just wants you to stop sharing on his/her Facebook or Twitter profile, ensure this will happen immediately. If there is any delay in meeting their requirements, you’ll lose their trust.
7. Understand the Concrete Benefits of Social Login
So what is it exactly that you wish to do with Social Login? You can only optimize the use of Social Login if you know what you’re going to do with all the user profile data you mine. Create a social media strategy and make Social Login an integral part of this strategy. At the end of the day, Social Login should also be seen through the prism of your business goals. Otherwise it won’t deliver tangible business returns.
Social Login is good for your business and should an integral part of your social media strategy that you implement on your site, provided that you think the benefits of social media are important for your business. However, you need to keep the 7 aforementioned considerations in mind to avoid the most common pitfalls of using Social Login, which is primarily the unwillingness of consumers to share their social media details with anybody, let alone a website.
So, does Social Login deliver value? Yes it does. Will a Social Login API used without considering the implications of its use deliver value? No it won’t. So make sure to use this login tool in an informed manner by considering the various factors that will impact its success and also by continually evaluating and monitoring the value addition it brings to your business.