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Identity management & social log in: Pros & cons

22nd Aug 2017
Infobrandz CO Infobrandz
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Customers are becoming more knowledgeable about what to demand from businesses. They grow more concerned about the data they are sharing on the internet. Thus, it is important for your company to create a good first impression. Setting up a strong identity management and authentication (IAM) management system is the best place to start.

Make it easy and convenient for customers to sign up on your site or application. At the same time, set up a verification process that will protect them and yourself from fraud. It is not going to be a simple task on your end. It will require you to shell out money for reliable software. But if you want to win more users, you have to take your game to the next level.

Identity Management

There is more to the Facebook feed than keeping people in touch with friends’ activities, preferences, and selfies. Identities are getting formed on social networks. What entrepreneurs and marketers would love to hear is that customer identities can be created based on social network identities.

Gartner predicted the figure would reach 50% by the end of 2015. And that’s just for retail. The picture is not hard to imagine. Fast fashion brands, for instance, give new users the option to register on their app via Facebook or Google. Other areas where the possibility of customers logging in using their social media accounts include micro finance institutions and software-as-a-service platforms.

Why Introduce Social Sign-In?

Login via social networks, or social sign-in, gives customers the liberty to use their Facebook or Twitter profiles to register on a new site or app. Basically, social networks facilitate identification and authentication for their partner sites and apps.

Gartner also said that social sign-in makes user registration speedy. There are fewer form fields to fill or none at all. Subsequent logins become seamless.

Social sign-in also addresses the growing number of passwords that users have to maintain. The current average is 27. According to Ant Allan, research vice president at the tech research firm, “using a social network identity means users don't have to remember rarely used passwords or endure convoluted password reset processes when they forget them.”

Aside from reducing passwords, this approach also helps personalize accounts based on demographic information. In turn, personalization signals to your customers that you understand and know how to interact with them, increasing their engagement by 68%.

Popularity of Social Login by Platform

Social sign-in is part of a larger method called single sign-on (SSO). Here is a quick look at the most popular social networks that offer SSO, as compiled by IAM expert Avatier:

Facebook - 62%

Google - 24%

Twitter - 7%

Yahoo - 4%

Others - 2%

LinkedIn - 1%

Current Challenges

It is not all good news for you and your customers. Like other emerging solutions, social sign-in comes with its own set of challenges. Users may feel iffy about logging in via Facebook when accessing their bank or healthcare accounts. For some, they may be unable to access socially-connected sites or apps in areas where Facebook and other social networks are blocked, such as schools and workplaces. On your company’s end, security loopholes may arise if IAM implementation is not done correctly.

Providers of the solution have more work to do to make social sign-in a trusted identification and authentication management system for companies and customers alike. Still, you can do your part by increasing awareness of its potential benefits. Social sign-in is an upgrade of the traditional password model. It serves as a strong baseline for multifactor authentication processes. It also sets the stage for the future of IAM: a future that has no room for chunky and high-risk verification systems.

See the following infographic by Avatier to remember the important points regarding social sign-in. If you feel like helping your users understand the advantages and disadvantages, share away!


Infographic Courtesy Of Avatier

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