A report from Janrain Engage suggests that Facebook is the premier tool for third-party social logins.

A report from Janrain Engage, a tool allowing companies to insert social logins on their site, found that Facebook garnered the most activity in terms of social logins with approximately 45 percent of those measured by Janrain. This should be encouraging for marketers hoping to garner Likes for their website content.

The study considered sites catering to the entertainment, retail, media and music industries. Across different types of websites, other social networks performed well, but Facebook took the No. 1 spot in each of the four categories measured.

For companies looking to use news content marketing and encourage fan engagement on their website, a Facebook login may be the best bet. According to Janrain, nearly half of all social logins to media website were of Facebook accounts. Google and Twitter saw minimal logins on these sites with about 10 percent apiece.

In terms of retails sites, Facebook posted similarly strong rates, accounting for about 42 percent of all logins. Google saw better performance in this sector than others, with nearly 30 percent of social logins. Meanwhile, Twitter still performed poorly at less than 10 percent.

In general, consumers are more willing to use their Facebook accounts than other social profiles to log into third-party websites when presented with the opportunity. This may help contribute to the 3.2 billion Likes and comments posted to the web each day.

Meanwhile, sharing content and related activities using social logins is increasingly popular for both Facebook and Twitter. According to Janrain, more than 50 percent of users shared content on their Facebook accounts from a third-party site, and more than one-third shared content on Twitter.

While sharing on Facebook, Twitter and other social networks is increasingly common, the platforms are also becoming important content discovery tools. In recent weeks, both companies have made adjustments aimed at more content to users. Brafton has reported that both Facebook’s trending news articles and Twitter’s revamped Discover tool will deliver relevant content to users based on articles and links trending in their feeds.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.