Witty terms of use content could encourage consumers to offer up contact information.

As Brafton reported, 87 percent of U.S. internet users have come across social logins when registering for a new website or social network. In fact, Facebook maintains its grip on the market share, accounting for just under 50 percent of all social logins in the United States. Services like Google+ and Twitter lag behind, but have seen growth in this sector quarter-over-quarter.

However, December 2012 data from Gigya, a company that builds social login infrastructures for organizations, shows that 47 percent of American internet users have never used the technology to gain access to a website or mobile application. The company conducted a survey to better understand how U.S. internet users feel about social logins – do privacy concerns prevent people from taking advantage of the services?

Social Login BenefitsAccording to the report, Americans indicated that convenience was the number one factor behind social logins. With so many websites and applications requiring users to establish personal accounts, keeping track of login IDs and passwords has become increasingly difficult and time consuming. More than half of survey respondents also said that the ability to bypass lengthy registration forms draws an audience to social login technology.

Considering consumers’ preference for simple logins, a surprisingly small percentage (27 percent) reported that they use social logins to share content and their online activities with connections across the web. Concern over personal information transferring across nervous ranked as the top disadvantage to social logins, Gigya reported. The potential for data to find its way into the wrong hands scared many users away from the technology.

While privacy are at the forefront of consumers’ minds, brands can position their terms of use upfront in creative custom content.

Businesses establishing new web presences want easy and quick ways to compile contact information from prospects, and social logins could be the solution. While privacy are at the forefront of consumers’ minds, brands can position their terms of use upfront in creative custom content.

A landing page optimize using SEO best practices can highlight the exact process that takes place when a user registers on the website with his or her Facebook account. Conversational blog content can inform users about changes to the terms of service, and can highlight the brand’s honest emphasis on securing its users private contact information. This type of transparent and upstanding approach to content marketing may go overlooked by some brands, but for those organizations who effectively identify all the opportunities for clever website content, strengthening relations with new and existing customers occurs naturally.

Ted Karczewski is an Executive Communications Associate at Brafton. He works to develop his own voice and apply his passions to the evolving world of SEO and content marketing, but he doesn't shy away from writing for fun. After graduating from Suffolk University, Ted used his Communications degree to test out Sports Journalism before Marketing at Brafton.