The Social Sign-in Imperative, Part 3: Investing in the Technology

Jason Sindel Jason Sindel
September 20, 2013
Digital Marketing , Web Strategy

If you've read part one and part two of this series you may now have a vision of how Social Login and the suite of functional tools it provides can change your customer engagement. Implementing Social Login may have well made it to your organization's priority list. If so, the next step is to compare platforms, as well as plan and budget for the implementation. I'll skip straight into the next crucial steps:

  1. Develop your one-liner raison d'être for Social Login. Publicize it internally like a mission statement. Prepare for feedback on the proposed idea now. If you've decided it is the right direction for your company's digital future, then commit to the plan, but go into it knowing that many within your organization and potentially your user audience will have strong opinions. Be prepared to defend your position using some of the thought out research and data out there. A survey created by Gartner can help you get started by understanding the "social maturity" of your organization.
  2. Choose your development partner and determine a platform approach. I don't mean the task of choosing whether to use Facebook, Twitter, LinkedIn or Google + logins et. al., although that choice is important and must be made as part of your planning. I mean your choosing your development partner who will provide you either with custom integration or will help you by providing a set of APIs and tools you will want to integrate.

Simple vs Substantive Sharing

PHASE out your implementation:

  1. INTEGRATE by starting with the basic implementation of your Social Login with your registration process and databases. Concentrate on UI and user flow, with special attention on copywriting and error handling.
  2. ANALYZE qualitative and quantitative feedback using analytics and a link on the login box for users to provide feedback on the integration.
  3. IMPLEMENT a set of social tools. Start with content sharing. Your most sought after content should be sharable down to the most discrete piece. Focus on making content shareable by bytes, i.e. even small pieces of content should be shared.
  4. PLAN a long term roadmap for development to include search, dynamic pages that can be created to display most shared content (trending content), functionality to allow for individual comment tracking, in-line commenting, user histories, personalization, content creation and sharing.
  5. OPTIMIZE social graph and other meta-data into your content management and in your code. Content should be shared in a way in which it is presented in the most optimal way. Think of this as a kind of search engine optimization but for social platforms.
  6. REPORT on and analyze the success or failure of certain content. Use social sharing as a new benchmark for creating content. Divert dollars in your budget to the types of content people want.
  7. CENTRALIZE user control on a Social Login account page. This will be where users continue to provide you feedback on the social tools and can opt-out of certain sharing or return to a basic registration if they want to.
  8. PUBLICIZE the results of the effort. It might have felt like a wild experiment at first, and the pace of change in this new technology may make it continue to feel that way. Communicate what is working and what isn't and keep your organization and your users in that conversation. Social tools and social platform integration must be honed over time to provide the best value.

In conclusion, if the time is right for your company's website to adopt Social Login and begin building a substantive sharing platform, you will need a strong development partner that is knowledgeable about content management and systems integration. Roundedcube specializes in integrating third party providers, APIs and custom apps into the Sitecore CMS framework. If you are ready to make the move or just interested in hearing more, contact us today.

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