If you’ve limited your customers’ social media login access to your website to only Facebook and Twitter, you might be missing a big segment of your potential audience.
LinkedIn is gaining ground as the social media of choice for logging into business-to- business (B2B) websites. That’s the finding of social platform Gigya, which reported a dramatic increase in the use of LinkedIn accounts to sign in to B2B sites between July 2010 and January 2011. In that time, the share of logins using a LinkedIn username and password rose from 3 percent to 20 percent, according to eMarketer Daily.
In the past, Gigya reported that a small portion of all B2B logins were devoted to LinkedIn, while most used Facebook. That landscape is beginning to change as more site visitors choose to separate their business activities on social media from their personal ones, eMarketer Daily said.
Earlier research from social login solutions provider Janrain suggested it was important to offer many login options, as users tend to use different types of sites differently. Visitors tend to have multiple identities that they may want to keep separate. For many, Facebook is for casual socializing with friends and family, while LinkedIn represents their business-oriented presence.
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