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Businesses Try Getting Personal With Social Networks

Christina Medici Scolaro
Big Data Download
Businesses Try Getting Personal With Social Networks

Social networking sites keep people connected. Many people feel without LinkedIn and Facebook, for example, personal relationships would fizzle. It’s becoming the same for business relationships. Social networking is becoming more and more of a powerful ally for businesses every day. Many business owners already know if they’re not plugged in, rivals will swoop in and connect with potential customers quicker.

That’s not enough anymore; business owners need to continuously look for new ways to leverage social data to reach consumers on a more personal level.

A pain point for a lot of online users is the login process. Every different website we go on requires a user name and password. A new way to log in is through a social login. It allows users to use login information from a social networking service such as Facebook or Twitter to sign into a third-party website. Users will log in with one user name and password for access to many accounts.

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Social login also leads to a more personalized experience because of information extracted from your login page. You might get happy birthday wishes, gift idea suggestions based on your interests, etc. But this personalized experience may not agree with all users. Biographical info, location, interests and the ability to post things to friends are not things every user will give away that freely.

Another fear of using a social login is the worry that spam will hit their news feed on Facebook. Businesses can make the promise to not sell personal information or spam users.

Gigya is a social infrastructure company that works with more than 700 customers, which include NBC, Pepsi, Verizon and Nike to help make their businesses more social.