Re-posted from Forrester
Chances are, you have recently registered on a brand’s website or community page and were prompted to use your social network credentials. Perhaps you (reluctantly) used your Facebook login because it’s easy to remember—or it made the registration process a little less painful.
Personally, I am finding that I am using my Facebook or LinkedIn social credentials more frequently. Just the other day I used my Facebook log in to access the scheduling tool for my favorite barre studio. I use social login out of laziness (its easier) or the fact that my memory is maxed out on user names and passwords. But the more comfortable I get using my social network credentials, the more information I will allow the brand to access—especially if it’s a brand I trust.
And I am not alone. According to this study, over half of the 90% of consumers that encounter social login use it. And for some websites, that percentage is as high as over 80%.
So if consumers are using their social network credentials, why are marketers lagging behind? Many marketers I speak with do not think about social login as a key component of their social marketing strategy. They understand the obvious benefits like faster and easier registration, but they struggle to see social login’s potential as a complement to their social marketing strategy.
And the adoption percentages reflect this. Social login is the least adopted social depth tactic by digital marketers:
Marketers are missing out on a huge opportunity.
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Re-posted from eMarketer
Brands that blog are posting the most while consumers are working—and it may be hurting their reach.
According to an April 2014 study from TrackMaven, bloggers were most likely to post their content on weekdays, with 87% of weekly blog content pushed out between Monday and Friday. But do blog readers—who will total 76.1 million in the US this year, or 23.9% of the population, eMarketer estimates—show the same behavior when sharing the content on social networks? Based on TrackMaven’s research, their habits were the opposite. Though just 13.1% of blog posts were published on Saturday or Sunday, that content accounted for 32.6% of total weekly social shares. Broken down by day, blog content posted on both Saturdays and Sundays saw higher social share percentages than any weekday, indicating that marketers posting to blogs could get a bigger bang for their buck by publishing posts when readers have more time to read and share—on the weekends.
When readers do share via social, they’re likely doing so on Facebook. TrackMaven found that Facebook shares and “likes” combined grabbed the majority of blog posts shared socially. Twitter was also popular, with 38.6% of the total, while Pinterest and LinkedIn saw almost no action. Companies don’t need to wait around for readers to share their content on social networks—they can also do it themselves. An August 2013 study conducted by Skyword for Unisphere Research found that the majority of marketing professionals in North America were already sharing blog posts on their social pages, and 44% said they would like to increase this.
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