UMBEL > RESOURCES > BEST PRACTICES www.umbel.comSocial Login 101Why Facebook is the Most Widely-Used Social Authentication ToolRecommended Best Practices to Increase Audience ValueUpdated Nov 2012
UMBEL > RESOURCES > BEST PRACTICES www.umbel.comSocial Login 101Why Facebook is the Most Widely-UsedSocial Authentication ToolWhat is Social Login?Social login, also known as social authentication, socialregistration, single sign-on, or Facebook/ Twitter / LinkedInconnect, is a form of registration where you use existing loginaccount information from a social media site (e.g. Facebook,LinkedIn, or Twitter) to securely sign-in to a third party websiteor app instead of creating a new username and passwordspecifically for that property. Social login is NOT a “like” or a“follow” on social media. Social login example, Step 1: A property invites users to log in to their site by clicking a Facebook button.Why Offer It?Social login simplifies logins for end users while unlockingreliable engagement metrics such as demographic, geographic,and interest data to media property owners. This data allowsthe media property to make the most of their users’ registrationdata to better understand their audience and provide them withcustomized content and superior experiences. Implementedproperly, social login is a win-win situation for both the propertyand the consumer.The ease of social login has eliminated many of the challengespresented with the use of standard registration forms (or “old-fashioned” registration). These lengthy registration forms require Social login example, Step 2: A window served by Facebooka user to spend time inputting data manually which creates an pops up and asks for permission to log in with Facebookunreliable source of information. Registrants who are tired of credentials and access to the user’s Facebook data.creating logins and remembering passwords across multiplewebsites commonly input fake data as a way to bypass the “old-fashioned” registration process. This is problematic for marketers UMBEL TIP:needing to understand who their audience is. Since online users Check out our curated selection of social logintend to maintain an accurate and updated profile on their social screen designs online at pinterest.com/umbelcorp/networks, social login provides a preferable solution for both social-login/marketers and consumers. 2
UMBEL > RESOURCES > BEST PRACTICES www.umbel.comSocial Login 101Why Facebook is the Most Widely-UsedSocial Authentication Tool According to A Janrain Social Identity Study, ■ Strengthen the social media perception of the brand and conducted by Blue Research: increase social traffic ■ Increase amount and reliability of data collected of consumers admit to giving 88% incorrect profile info ■ Increase ability to personalize online content, advertising and product recommendations personalized to unique interests, which in principle is good for both websites and believe social login should be users 77% offered may leave a website if asked to Which Social Network is the Best 54% register the traditional way Option? One of the primary misconceptions today is that all social login choices provide equal access to user demographic data. On almost all services other than Facebook, users rarely provide full demographic information. In addition to the amount of user data available, Facebook also provides more robust options forSocial Login has Been Proven To: sharing content back to Facebook, such as the newly created “publish actions” permission that allows for automatic Open ■ Simplify the registration process, which increases website Graph publishing of on-site actions. opt-in rates and reduces registration form and shopping cart abandonment With an estimated 1 billion users on Facebook, an estimated 8 million sites are now using Facebook login as their social login ■ Eliminate the need for multiple passwords across multiple choice. Further, 10,000 new sites choose to offer Facebook login sites (also known as use “password fatigue”) every day. It’s difficult to argue a better social login network than Facebook at this time. To further prove the growing ■ Increase security—security is improved by shifting the predominance of Facebook login as an accepted form of online burden of data protection to large-scale operators registration, out of the top 500 online retailers that use social like Facebook or Google as they employ sophisticated login, 77% of those use Facebook login. technology that take into account the user’s previous behavior, the reputation of the IP address, and the geographical location of the sign-in attempt 3
UMBEL > RESOURCES > BEST PRACTICES www.umbel.comSocial Login 101Why Facebook is the Most Widely-UsedSocial Authentication ToolThe chart below lists the top three most commonly used social login networks and the data that is available from each. During the social loginprocess, the website or app must ask the user’s permission to access the desired data. In order to earn audience trust and to stay compliant withthe social networks’ Terms of Service requirements, we recommend against asking for any data that you will not be immediately using. Data Available via Top Social Login Systems Facebook LinkedIn Twitter • Name • Name • Name • Email Address • Email Address • Email Address • Address • Address • Phone Number • Phone Number • Photos • Photo • Education History • Education • Work History • Experience • Current City & Hometown • Current Positions • Activities List • Recommendations • Birthday • Skills • About Section • Bound Accounts • Interests • 1st & 2nd Degree Connections • Likes • LinkedIn Headline • Check-ins • Group Discussion Posts • Events Attending • Group Memberships • Notes • Questions Asked • Relationships & Status • Relationship Preferences • Religious & Political Affiliations • Status Messages • Subscribers & Subscribees • Videos • Website URL • Friend’s Information 4
UMBEL > RESOURCES > BEST PRACTICES www.umbel.comSocial Login 101Why Facebook is the Most Widely-UsedSocial Authentication ToolWhat are the Best Ways to use 5. Implement “Persistent Login” This option allows the user to access your site on returnFacebook Login? visits when the user is already logged-in to Facebook,Choosing the best social login network for your users is only the eliminating the need to log in during every visit.first step to an optimized registration process. It is important tonote that though the Facebook login experience offers many 6. Offer an alternative login, but favoradvantages, not everyone is an adopter of this approach. In order Facebook in your page designto provide your users with the best online registration experience To avoid alienating non-Facebook users, offer alternativepossible, we suggest following these best practices when login options. Your design, however, should encourage theimplementing Facebook login on your site: use of Facebook as that will ultimately improve your user’s overall experience. 1. Create a sense of trust Websites and apps have a responsibility to clearly state 7. Capture and store long-term tokens exactly what personal data they are asking their users to When storing user tokens in your user database upon share and what users will get in return. login, use a server-side SDK or the mobile (native) SDK so you can store the long-term tokens. See umbel.com/ 2. Limit your Facebook permissions resources/best-practices/storing-facebook-tokens No user wants to feel as though a website is asking for more personal information than they need. Only ask for 8. Ask for the “BELL” permissions. data that you are actually using. To ask for the least amount of permissions to get the most beneficial audience insight, Birthday, Email, Location and 3. Don’t require an additional Likes are the four key permissions a website or app should password specific to your site ask for. See umbel.com/resources/best-practices/bell Requiring an additional site password as part of the Facebook login process generates a number of confusing challenges where the user might be authenticated via Facebook, but not logged in to your site with Facebook. It’s birthday email best to keep it simple. 4. Offer Facebook Login during your checkout process This gives the user an easy and quick option to create an location likes account without interfering with the checkout process, reducing shopping cart abandonment. 5
UMBEL > RESOURCES > BEST PRACTICES www.umbel.comSocial Login 101Why Facebook is the Most Widely-UsedSocial Authentication Tool “10,000 new properties a day implement Facebook login.”“Social login simplifies the registration experience for users.” “Social login unlocks invaluable audience insight for digital property owners.” “Companies who have implemented social login have seen conversions increase between 10 percent and 50 percent.” “3 out of every 4 Internet users leave a website rather than take the trouble to register a new account.”Contact firstname.lastname@example.org to learn more.