Social Sign-Ons Help Marketers Discover the Real You
Buffy: “You are.”
Xander: “Okay, but I can also say that I’m an elderly Dutch woman. Get me? I mean, who’s to say I’m not if I’m in the elderly Dutch chat room?”
Xander makes a good point. The one cool and also creepy thing about communicating over the internet, is you can be anyone you want to be; a high school student, an elderly Dutch woman or Snow White.
People create alternate personas in order to be better than who they are or to fit in with the crowd on a particular site. People also hide their real identity to prevent embarrassment or for a more nefarious reason. They also do it to stop websites from using their data.
eMarketer reports that 88% of people surveyed have intentionally left website registration information blank or inserted false information. That would lead us to believe that they don’t want their information out there. But maybe filling out all those forms is simply too tiresome.
The easy way around that? The social sign-in. Sign in now using Facebook or Twitter! It’s one button (or close to it) and in Facebook’s case, it means you can’t mask who you are. That’s good for marketers. It also appears to be good for consumers since 77% of online buyers said they think sites should offer social signups.
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Up until recently, I resisted the urge to go with the social signup, knowing that it would give sites the full 411 on me. But I’ve come to find that the social signup is the way to go. No more passwords, no more forms, it’s easy, not just when registering but on every visit after.
The smart companies are the ones who give out a bonus to encourage Facebook sign-ups. I work with one that offers a reward point bonus, another gives Facebook friends a discount at their webstore. It’s not a lot, but it’s enough to wipe out any doubts folks have about giving you their real identity.
How do you feel about social sign-ups?