A report from AYTM Market Research found that 73 percent of survey respondents have logged into a website with their Facebook account.

A report from AYTM Market Research found that 73 percent of survey respondents have become a member or subscriber of a website using their Facebook login data. As such, 43 percent of those who have used social logins on sites prefer this option over other forms of contact for login, which means social plugins may foster user-generated content.

For businesses using news content marketing, offering users the ability to comment on articles is often a method of encouraging engagement. As such, asking users to login can help ensure that their comments are genuine and get them to spread their advocacy across their own social profiles. Moreover, this strategy helps avoid spamming, which has become an increasingly large problem.

Forty-four percent of respondents said they find the process of creating logins for every site they use annoying. As such, using tools that enable Facebook logins encourages users to comment and makes it easier for them to do so.

Engagement from members of a target audiences can help companies assess their content strategy. For example, as users post questions and thoughts on articles, businesses can gain ideas for new content and discern which topics will best inform visitors and provide a greater impetus for conversions.

Engagement is especially key among the Millennial generation, with most 18- to 32-year-olds acting as frequent social users. Brafton recently reported that as Millennials age, their influence will only grow, and offering them ability to speak directly to brands through their preferred platforms will help businesses appeal to them.

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.