Via New Social Login Feature, B2B Publishers Amplify Audience Data
St. Paul, Minn., February 7, 2013—An increasing number of B2B publishers are offering social login options to their subscribers, as evidenced by the recent release by a leading Internet publishing system of an integrated social login feature.
IProduction released its new social login feature in late January, in response to customer demand. The new social login feature works with leading CMS systems WordPress and Drupal as well as with IProduction's proprietary CMS.
Unlike some other publishing software add-ons, IProduction's social login plug-in funnels the audience data collected via subscribers'
social identities directly into publishers' existing audience databases. "We are dedicated to offering our B2B publishing clients a real opportunity to get a 360-degree view of their readers," said IProduction President Steve Laliberte. "By adding data from their readers' social identities to existing data from fulfillment history and click streams, our B2B customers get a deeper look at their readers."
Early User Objections to Social Login Falling Away
More than half of online consumers use social login, according to an October 2012 study conducted by Blue Research. The survey also revealed that 65 percent of consumers are more likely to return to a website that automatically welcomes them through social login.
Early objections to potential privacy objections to social login are falling away as Internet users begin to understand that social login is both a cure for "password fatigue" and the best way to ensure that the content they receive is most relevant to their needs.
Professional social identities such as those associated with LinkedIn present fewer privacy concerns in the first place, which makes these social media excellent options for B2B social login. Internet users have adopted social login much more readily in their professional lives than in their personal and consumer lives. As many as 80 percent of professionals use their LinkedIn identities to log in to B2B websites. This data comes from social web player Janrain, which released the data in December 2012.