After the launch of Facebook Connect back in 2008, many of the websites have used this tool to generate a user-friendly environment for the sign-up feature and also to make the web site more personal. Websites can generate more users using Facebook Connect, as most of the times users avoid filling out the information as the process has become tedious.
ADVANTAGES:
The biggest benefit is the speed with which you can get a new user into your app or site. With a couple of clicks, they are in and you know quite a bit about them. No email verification or lengthy forms requesting personal information necessary, since Facebook already did that for you.
It's a huge help that you can get a lot of profile information with little effort or conversion rate impact. Try asking a potential user of your new and unknown site for their birthday, hometown, full name, email, phone number, list of friends, profile picture, work history, etc, etc, and see how that changes your signup form conversion rate. Facebook Connect allows you to get this data by leveraging a user's trust in Facebook as a company.
Another benefit is that you can assume with some certainty, that the person signing up is real and not a random drive-by user creating a throw-away account. Of course, the Facebook account could be a sock puppet, but this requires more work and foresight than simply allowing someone to select a username and enter a junk email address.
- Attract more users to sign up by eliminating registration process & creating new usernames/passwords.
- Easy to maintain online identity of your users with higher level of security, as user credentials stay with Facebook.
- Better memorizing username/password since users use Facebook almost everyday. They even remember their password more than their personal identity number or passport.
- No more spamming by bots (no need of using captcha to verify a human).
- Collect accurate personal and demographic information that can be used in sales & marketing strategies.
- Utilize power of Facebook social networking features such as status update, online/offline access to a profile, friend invite, etc.
- Get rid of all the 'subscribe to' trouble, among others.
DISADVANTAGES:
- The biggest downside is that not every one of your potential users has a Facebook account, many more have an account but rarely use it and some Facebook users will be wary of what "Connect to Facebook" actually means and, therefore, will not do it.
- Website may get online/offline access to a user's Facebook profile; and may post content or may perform some activities on the Facebook profile.
- To incorporate advance capabilities of Facebook API, you need to have expertise and need to invest significant resources in R&D
- Facebook API keeps changes to incorporate various new features and upgrades; and you will be required to make required changes at your end, so will result into maintenance cost.
- The site doesn't create its own community. Solution: Creating a separated Facebook page and build the community separately.
Now let us take a look at some of the successful implementations of Facebook connect:
The Washington Post
But on a deeper level, Facebook Connect could theoretically be very valuable for the newspaper. They could get better ad targeting information from user profiles, for example, or they could increase traffic by syndicating user actions (like commenting) back to Facebook, or they could personalize news based on your age, location, interests, or work — the possibilities are really endless, and show how Facebook Connect could be important for the future of the newspaper business.
Livingsocial.com
The main theme for this Facebook Connect application is to offer deals at discounted prices to users. Once a user buys the deal, they receive a unique link to share with their friends. They have the option to ask them to buy the same deal. Incentive was provided to the users by providing them an opportunity to get the deal for free if they manage to recruit 3 friends. The users were saving and at the same time socializing with this application which itself is a very good strategy for Social Media Marketing.
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