Facebook still leads overall
Facebook continues to hold a substantial lead in worldwide social sign-ins, according to Q1 2013 data from user management platform provider Janrain, but Google is successfully gaining a greater share of these important consumer touchpoints.
Social login allows users to sign in to sites using their social network ID and avoid creating yet another username and password. Marketers can then gather customer insights on the user from their social profile, as well as potentially post the user’s site activity to a network. Of course, marketers must be extremely careful about how they frame and implement social login, as privacy concerns are a leading reason users shy away from the service.