Businesses looking to get reliable customer data face several obstacles like outdated registration information. They at times, are forced to purchase customer data that still can be incomplete or factually incorrect. Despite the challenges, it is important for any online entity to collect and leverage comprehensive social data, especially to successfully conduct a targeted email marketing campaign and for content recommendations, or precisely classify the users base for ad targeting.

Social Web phenomenon and user data

Especially as the social Web phenomenon continues to grow, enhanced social technologies for the purpose of logging in, sharing as well as interacting on sites and apps are transforming the way we all experience the web. A wider base of users now opts to interact with websites utilizing their social identities.

You can know and target users on basis of their academic background, status or habits – like those who have a management degree, those who like gadgets, or love traveling, and those who happen to be socially influential. A vast amount of precious social data can provide a customer-oriented business with an incredible opportunity of reaching, targeting and influencing prospects in a focused manner.

In this context, a full-fledged Identity Management module, tuned to your dynamic business needs, can play a vital role – in terms of managing vital user data. It can offer you permission-based access to their social profile, plus key behavior data. Importantly, it helps businesses to leverage permission-based social data so as to become more relevant to their prospects than ever before.

Optimize the key metrics of social data

A well-enhanced Social Identity Management interface allows marketers to optimize the key metrics of social data of users when they choose to login via Google, Facebook and Twitter. It can capture all kinds of social data – user profile, social graph, behavior graph and interest graph data – which users authorize a website to access after they authenticate with their respective social identities either via registration/login or by interacting with social plugins on it.

Social data management solution work to offer insight into your target user demographics,  preferences, interests and on-site behaviors through diverse features such as:

1. Social Login

2. Comments Plugin

3. Share, Ratings & Reviews

4. Gamification

Social logins set to get more popular

Patrick Salyer, the chief executive of Gigya (a company that socializes online properties of businesses), emphasizes that social logins is convenient from consumers’ point of view since it is much easier than remembering those different passwords. He has been quoted as saying in a recent interview: “Consumers on average have 28 different login identities. By simplifying that process with a social login, they are sharing their birthdays, location, gender, e-mails, favorite activities etc. You get a rich amount of information about a site user and his friends. We believe 99% of commercial sites are going to have a social log in within two years.”

Above all, flexibility is the most vital aspect when it comes to Identity Management system for it to seamlessly work with a wide array of social products and leverage them. These platforms nowadays offer sites a complete cloud-based user registration facility, letting them keep a unified user database, to optimize the technology.