Authentication: Articles on oAuth, OpenID, Single Sign On, Federated Login & More

Target Customer Engagement

Social sign-on is a great solution to the problem that many people face: the need to have a unique user name and password for each web site that they use.

But once customers (either actual or potential) are logged into your site, that’s when the real work begins. That work is engaging those customers, keeping them engaged, and converting clicks into purchases.

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Risk

So you’ve been looking at adding social sign-on to your website. You’ve become acquainted with the social sign-on landscape, you’re familiar with the advantages of using social sign-on, and you’re ready to delve a little deeper into the subject.

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You’ve decided to implement social sign-on on your website. That’s potentially a good move. However, there are several factors that you need to consider before implementing social sign-on.

Let’s take a look at four factors that you should consider when implementing social sign-on.

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Costumer Engagement

One of the goals for a brand or firm using social media is to drive conversions. You want to turn those visits and clicks to sales. More importantly, you want those customers to keep coming back. Achieving that is definitely not easy.

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Facebook Privacy

Facebook recently got into trouble when it was revealed that they were behind a Google smear campaign. Essentially, Facebook hired a PR firm to get journalists and bloggers to write negative press about Google’s privacy policies and practices. The tactic backfired when some enterprising journalists did some research and found out that Facebook was behind the campaign.

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Login with Facebook

Social Sign-On is a form of authentication that allows end-users to register and login to websites with existing social identities such as their Facebook, Google or Twitter accounts. With 75% of consumers inclined to leave websites that require registration, Social Sign-On remedies many common conversion headaches and has been quickly embraced. Additionally, it broadens reach, increases engagement and tap into valuable social APIs.  

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Social sign-on is an authentication method available on many websites where a person uses their social networking account login credentials as identification to "sign on" to other web sites. In laymen's terms, it's what allows you to login to other sites using your Facebook ID and Password (or Twitter, Google, LinkedIn, Yahoo, etc). For a web site owner or administrator, there are many questions and concerns that need to be addressed about this relatively new technology. Below is a list of questions to ask before you decide to implement a social sign-on solution for your web site:   

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Gigya, what we’ve referred to as the ‘Swiss Army Knife’ of social plugins, continues to offer new features for making websites social that align with client needs and the latest trends and innovations. Early to the social scene in 2006, the platform was a trailblazer in a sea of individual plug-ins and remains so today leading the social CRM pack with a lion’s share of impressive clients to show for it.

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Supply and demand! The Internet’s proven to be a social juggernaut in the past few years, with countless places for users to discuss and share ideas. An emerging business dilemma is that there are so many new sites each week that some people are getting tired of creating new accounts for them all. The demand for a single sign-on future is huge, and many competitors are scrambling to offer the desired supply of tools to meet users’ needs.

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With Facebook joining the OpenID Foundation, and more and more websites integrating their services with other third-party websites via oAuth and OpenID, its quite obvious the future of the web is relying on these authorization technologies to provide a fluid end user experience. However, in order to understand exactly how this will impact end users, site owners, and content creators, first we have to explore exactly what these technologies do.

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