Social Sign-On: What is it and How Does It Benefit Your Web Site?

Brad Prescott

Social Sign On (“SSO”) enables website and mobile application users to authenticate using their existing social network credentials from providers such as Facebook, Twitter, Google, etc. Most users have noticed this trend on sites like or Fox News. Here are some of the benefits of social sign-on:
Establishes Identity
Whether a user is registering for your site or simply visiting, social sign-on lets site owners verify a user’s identity. In general, it means users “are who they say they are”. This can be invaluable for websites that offer comments, discussions and other interaction among users as these interactions tend to be more constructive. And since industry giants like Facebook and Google spend a great deal of time trying to limit fraudulent identities, your site benefits accordingly.
Increased Conversion Rates
Websites that provide visitors the option to sign in or register using their social network identity see increases in both conversion rates on their site as well as social referral traffic (assuming the site integrates things like sharing).
It’s Mobile
Because the APIs from major providers like Facebook and Twitter offer REST endpoints, social sign-on is available for mobile devices such as iPhone, iPad and Android. This means applications can offer the same social functionality through mobile devices as they can on conventional websites.
Business Impacts ...

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