Marketing Monday: Should You Integrate Social Logins?

On Wednesday I was talking on Google+ about the reasons why I like to use social logins to log onto web services.

The number one reason most chose to use a social login is because it is a portable profile which saves them having to complete multiple registration forms.

On the other hand what does you (the marketer) stand to gain from implementing a social login option on your website?

Greater Exposure To Your Target Audience

For every person who clicks the Facebook like button on one of your website articles, videos or the homepage of your company website there is the hidden potential to reach out to a broader audience such as friends and friends of friends of that individual.

Research conducted by Search Engine Land author Danny Sullivan found that “the average media site integrated with Facebook has seen a 300% increase in referral traffic.”

Facebook is the first social plugins I install on any new website I launch. You cannot afford to miss the potential reach of the Facebook network.

Some considerations to make when considering implementing the Facebook social login feature are:

  • Is your Facebook login secure? This article from the Facebook Developer website will guide you on all the security checks you need to do.
  • Does your target audience use Facebook? Don’t forget that despite the fact one billion plus people are now on Facebook, it doesn’t mean your target audience will be. You can use the official guide to learn about how to identify target audiences on the network
  • How will your website visitors interact with the Facebook social features? Too often I see websites where they have gone and activated every single Facebook social plugin feature without consideration to how much usage it would get. The risk with this strategy is that the more features you add, the slower your webpage loads. (which is highly critical to great SEO rankings!)

Free Market Research

The data collected from social logins such as Facebook can provide you with key insights about the audience browsing your website.

You now have access to real-time data from Facebook such as number of likes on each Facebook story, conversion from seeing the comment box to leaving a comment, basic demographic data for each blog post or article and how many times an article was shared on Facebook.

The best part is that you haven’t had to spend a penny on paid advertising to get access to this data.

Social Metrics To Improve Overall Website Traffic

When done right social metrics such as those provided by Facebook can unlock the hidden answers on how to improve your overall content strategy.

Do You Use Social Logins?

So those are just a few key reasons why you should consider implementing social logins.

Are you currently using them, if so why? Leave me a comment below with your thoughts and reactions.

Author: Josh Chandler

Twitter: @joshchandler. Email:

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