The Social Sign-in Revolution is Happening…

Martin Meyer-Gossner Founder & Web Business Strategist, The Strategy Web™

Posted on February 11th 2011

The Social Sign-in Revolution is Happening…

In the last weeks, I have been in the process of letting some of the publishers in our company know that the world of communities and forums is changing. The reasons are quite obvious: The world is getting social. New standards will become mainstream and as people have many registrations processes, passwords and combinations of login to remember, websites and online content production businesses have to change their mindset.

Here is the proof to my words (and yes, it helps me a lot…). A recent study by Janrain and Blue Research among “social media active” people concludes that for online publishers, site registrations will be out soon and social sign-on is trendy, and becoming the new standard. The study found out that 66% of respondents said that social sign-in, which allows users to sign in on a platform using their profiles from Facebook, Google, Twitter or other social websites, is a potential solution. Just 25% of users are inclined to hand over their information when asked to register on a website.

Most (75%) of the over 650 respondents said, they don’t like online registrations and, when presented with a registration request, may leave the site, go somewhere else, or not come back again. More than three-quarters of the respondents even said they are putting incomplete or incorrect information in online registration forms.

Social sign-on/sign-in even pays into company’s brand image. 42% agreed that companies offering a social sign-in option “are more up-to-date, innovative and leave a positive impression compared to those which do not offer this capability” on their sites.

“The findings of the survey clearly show that consumers are frustrated with the traditional online registration process and will favor brands that make it easy for them to be recognized.” Paul Abel, Managing Partner, Blue Research

Spot On!
In my eyes, the reasons affirming the statement “pro social sign-in” is easy. You don’t need to remember all singin passwords, and forgeting one is not an issue if you have many social accounts. At least, you will remember one login. And platform owners are not losing out of users then. 45% stated they have left a website after forgetting their password or log-in information. They just don’t answer the security question or use the “Reset my password” functionality. Automation is wanted: 55% said they were more likely to return to a site that automatically recognizes their identity. Many publishers (60% according to a study by Gigya and Edge Research) have realized the opportunity to upscale on traffic and engagement by users and include sign-in options now.

Would you agree with these results? What is your way of using personal sign-in? Is social sign-in the future?

©2011 The Strategy Web™. All Rights Reserved.

graphic: Gerd Altmann /



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Martin Meyer-Gossner

Founder & Web Business Strategist, The Strategy Web™

Martin Meyer-Gossner is a web business strategist with sales, marketing, mobile and social media expertise in the media and technology business for more than 15 years. With his international consulting brand The Strategy Web™ (founded in 2008) Martin attends to connect business and organisations with consumers (or prosumers) – and opens eyes for new sales, marketing and customer service visions and solutions. He was partner and co-founder of the B2B IT decision maker community where he held responsibility for marketing & sales service (sold to CBS Interactive in 2006 - formerly know as CNET Networks).
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Posted on February 11th 2011 at 2:36PM

Interesting article, but it seems focussed on consumer registration. Would the same apply for business users to registered sites? Many people keep their social media activity (particularly Facebook) personal. I'm not sure business users would register using LinkedIn either....

Posted on February 11th 2011 at 5:34PM

I agree about the traditional registration, I don't like it either :) However, I think it depends what kind of page you are signing in, especially if you are making brave comments about something. I know some people create fake Facebook accounts for this purpose.

Posted on February 11th 2011 at 5:47PM

Tristan, I agree. B2B is a totally different thing. Espcially in a world of security being utmost important, I'm not sure if business users would register.

Posted on February 11th 2011 at 7:45PM

Tristan asked the question that I'm most interested in. I'm about to add social media sign in for comments on my professional blog, so I'll try to share my info through a blog post after I get some results. - Eric

Posted on February 17th 2011 at 10:21PM

@Tristan Yes, think the survey does not make any difference here. Assuming this is also focusing on American users who often use Facebook logins for website registration - at least more than Europe or APAC users. LinkedIn has become a professional international business platform, I can imagine if it is a business community they would...

@Goda That much said about authenticity and credibility on the social web from individuals... ;-)

@Christel On a serious business community they would in my eyes... What could be arguments against it?

@workbox I know many companies thinking about using this on professional publishing platforms. Another way of doing this is your approach...