Corporate Eye

Social Identities and Social Logins – What Brand Marketers Need to Know

social loginLast week, I published an article on the Corporate Eye blog about using big data to generate revenue.  I cited the growing need to implement social logins whenever possible as explained in a white paper from Gigya:

“Users who log in to a website using an existing social identity are essentially granting that website permission to access their first-party social data such as full name, interests, education, social connections, email address, location, and more.”

However, simply saying that brand marketers need to implement social logins in order to collect data about consumer behaviors that can be turned into targeted campaigns isn’t enough. Let’s take a closer look at how trends in online behavior are driving the need for more brand marketers to implement social logins.

In an infographic published by Gigya recently, which is shown below, you can find key data about social logins and social sharing that reveal how behavior trends are changing. According to the data, more than one out of two social logins are performed through Facebook, but Google+ is catching up quickly with nearly one out of four social logins coming through Google’s social network. Google+ is closing the gap even more quickly in specific categories. For example, fewer than one in two social logins are performed through Facebook on media and publishing sites while greater than one in four social logins on those sites are done through Google+.

Gigya points out that Google+ social logins are driven at least in part by mobile consumers who log into sites on their Android devices using branded apps from the Google Play store. However, it’s also interesting that Gigya notes the players in the social login space aren’t limited to social networks. Amazon is expected to become a brand to watch in this space in the near future.

It’s interesting to note that despite the growth of Google+ social logins, social sharing is still very limited on Google+ when compared to Facebook, Twitter, and Pinterest.

You can see all of the data in the infographic below. The lesson to learn is simple. At the very least, marketers should already be investigating how to implement social logins on their branded sites.

Simplified Social Landscape

Source: Gigya

Image: Vangelis Thomaidis

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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for and, and her marketing-related articles have appeared on websites such as,,, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.