|By Tom Smith||
|February 14, 2014 11:00 AM EST||
What have you done online today - checked LinkedIn? Facebook? Twitter? Opened and sent business emails? Used business apps? Every business employee also has a private life - and it's becoming increasingly difficult to keep the two separate. Rather than ignoring the growing role of social media in your customers' and employees' lives, many businesses are starting to take advantage of it. One way to do this is through social login.
Social login is a way to use social network credentials to create accounts on other sites or applications. From a business perspective, you may decide to offer social login to your customers. For this discussion, we'll call this the business-to-customer or B2C use case. There are also good reasons for offering employees the ability to access business applications using a social login. We'll call this the business-to-employee or B2E use case. Your employees are also consumers with social media accounts, and social login lets them use one set of credentials for multiple purposes.
Social login in a nutshell
Social login is a growing trend. While Facebook is the most popular social login identity provider (through Facebook Connect), others like Twitter, Google/Google Plus and Yahoo also offer social logins. See the research from Gigya on the fierce competition for social identity providers. It's popular because it solves a common problem - creating and remembering accounts and passwords for all of the various websites and applications we use.
You have most likely encountered social login when opening a new account on a website, if you are given an option of signing in with an existing social network account:
If you choose to login with your existing social network account, then you've opted in to social login. That decision has ramifications that you might not expect. Social networks are a mother lode of personal information - you may be sharing more than you realize.
Before you implement social login for your business' customers or employees, or choose to use it yourself, you should have an understanding of what's happening behind the scenes.
The social login: What happens behind the scenes
If your business wants to offer social login for customers on your website, you first need to choose which networks to link. Social login middleware or aggregators like Gigya and Janrain make it easy to offer social login through multiple social networks.
When a new user chooses the option of registering on a site with their social media credentials, they also grant permission to link your site with their account. You gain API-level access to personal data and contacts from the social network. The overall process is illustrated below:
Photo credit: Facebook
The process of granting permissions to your profile information is an "all or nothing" decision forced on you by the website you are trying to access. Without permission, the registration is canceled and the user must then create a new account directly with your website. But if the user grants permission, the social media account is linked to the website that you just registered at. Your website can now retrieve existing or new profile information without the user's future consent. The linked website can also post information to your social network. Of course, you must use care if you want to retain the customer.
From a business perspective, offering social login has many benefits:
- Social login makes it easy for new customers or consumers on your website to create accounts - reducing friction and potentially increasing sign-ups. Beyond the initial sign-up, research by Janrain shows that many people are more likely to return to a site that welcomes them with social login, while they will abandon sites for which they have forgotten their passwords.
- Consumer identity can be instantly verified; you have to use a real e-mail address to have ongoing use of your social media account. This verification dramatically reduces the number of bogus account registrations of people trying to remain anonymous and entering false information at account creation time.
- The social networks provide a rich source of demographic and behavioral data about your customers that they may not want to provide if they were filling out forms during registration.
However, there are also risk factors. Because the social media identity provider maintains data about the customer and manages their credentials, any problem with their credentials affects their ability to connect to your site as well. Alexandra Samuel posted about an experience of being shut out of multiple sites over the Thanksgiving weekend online shopping time because of a problem with her Facebook login on the HBR blog.
Social login and your employees
When it comes to your employees, the decision to use social login involves a different thought process.
The B2E use case has security and compliance implications. Identity and profile information shared from social networks creates additional points of attack for hacking into business accounts through social engineering or spear-phishing attacks. Social login gives criminals more avenues into personal information and logins, especially if employees are in the habit of using weak passwords or reusing passwords across multiple sites
For example, a hacker who discovers that one of your employees is an avid stamp collector and that they work at XYZ Company. They could send them an invitation to create an account on a stamp collecting website. If the employee uses the same login for stamp collecting as other apps, the attacker is in and knows what company to target.
Depending on what your employees share on Facebook, a site using Facebook Connect has access to personal identity information, including: birth date, photos, email address, employer, address, and interests.
With social login, your own business accounts are only as secure as the employee's social media account. And your business has no visibility or control into how employees create and manage passwords for their personal accounts, or whether they share passwords between personal and work accounts.
For these reasons, you don't want to establish a direct link between the social media accounts and your business applications. However, social login can be useful for your employees, as it reduces the number of passwords they have to track. There are ways to mitigate the risks of offering employees social login to business applications.
Making social login work for B2E
One essential difference with employee logins is that you already know the information you need about the employee's identity and job role. You don't need profile information from the social network. The social login can simply provide the login credential.
To reduce the risks of social login, create a ‘firewall' between the social network and your business applications, so business applications are never linked to your employee's social network accounts. Use the social login as a login credential for business applications, but require additional authentication for those applications. Used in this way, your business maintains its role as the authority or curator of employee identities and business application access at all times.
An identity and Access Management (IAM) or Single Sign-on (SSO) solution can act as this firewall between the social network and your applications. Because social media credentials are created outside of the business, you cannot trust them alone to grant access to sensitive business applications. The IAM solution can require additional authentication factors before authenticating an employee as a trusted user with the authority to access business applications.
In this configuration, your applications themselves do not directly interact with the social networks. The process workflow is illustrated below:
Your business retains full control over all business application logins through the IAM or SSO solution. No personal data is exchanged between business applications and social media networks. If someone leaves the company, you can instantly remove access to those applications with their social media account by shutting off access in the IAM or SSO. This does not, however, affect the employee's ability to access their personal social media account. If someone manages to steal the employee's social login credentials, two-factor authentication means that the identity thief is shut out of your business applications.
Since social login is only one method that an employee could use to login to business apps, a problem with the employee's social credentials does not shut them out of their business applications if they can authenticate directly with the IAM.
This approach is feasible even for small companies without existing investments in IAM solutions. A simple web-based single sign-on (SSO) solution with strong authentication capabilities can fill the role of social login secure bridge quickly and securely, offering employees the instant benefit of simpler logins and secure password management, while giving businesses the control and visibility needed for good governance and compliance.
Is it time to get social?
Businesses should look carefully at the potential benefits of social login. Using native social login on consumer-facing applications (your B2C websites) has many benefits: delegating the hard work of verifying identities, providing you with rich profile information, and reducing friction in the customer sign-up process.
In a business-to-employee context, social login can reduce the number of accounts and passwords employees have to remember. But never allow social media accounts to link directly to your business application - always use a secure intermediary IAM or SSO solution to control application access and manage additional authentication factors for sensitive business applications.
SYS-CON Events announced today that Ericsson has been named “Gold Sponsor” of SYS-CON's @ThingsExpo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. Ericsson is a world leader in the rapidly changing environment of communications technology – providing equipment, software and services to enable transformation through mobility. Some 40 percent of global mobile traffic runs through networks we have supplied. More than 1 billion subscribers around the world re...
May. 1, 2016 07:30 AM EDT Reads: 890
There is an ever-growing explosion of new devices that are connected to the Internet using “cloud” solutions. This rapid growth is creating a massive new demand for efficient access to data. And it’s not just about connecting to that data anymore. This new demand is bringing new issues and challenges and it is important for companies to scale for the coming growth. And with that scaling comes the need for greater security, gathering and data analysis, storage, connectivity and, of course, the...
May. 1, 2016 07:00 AM EDT Reads: 781
SYS-CON Events announced today that DatacenterDynamics has been named “Media Sponsor” of SYS-CON's 18th International Cloud Expo, which will take place on June 7–9, 2016, at the Javits Center in New York City, NY. DatacenterDynamics is a brand of DCD Group, a global B2B media and publishing company that develops products to help senior professionals in the world's most ICT dependent organizations make risk-based infrastructure and capacity decisions.
May. 1, 2016 06:30 AM EDT Reads: 2,479
SYS-CON Events announced today that Peak 10, Inc., a national IT infrastructure and cloud services provider, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Peak 10 provides reliable, tailored data center and network services, cloud and managed services. Its solutions are designed to scale and adapt to customers’ changing business needs, enabling them to lower costs, improve performance and focus inter...
May. 1, 2016 12:00 AM EDT Reads: 1,070
You think you know what’s in your data. But do you? Most organizations are now aware of the business intelligence represented by their data. Data science stands to take this to a level you never thought of – literally. The techniques of data science, when used with the capabilities of Big Data technologies, can make connections you had not yet imagined, helping you discover new insights and ask new questions of your data. In his session at @ThingsExpo, Sarbjit Sarkaria, data science team lead ...
Apr. 30, 2016 10:45 PM EDT Reads: 699
So, you bought into the current machine learning craze and went on to collect millions/billions of records from this promising new data source. Now, what do you do with them? Too often, the abundance of data quickly turns into an abundance of problems. How do you extract that "magic essence" from your data without falling into the common pitfalls? In her session at @ThingsExpo, Natalia Ponomareva, Software Engineer at Google, will provide tips on how to be successful in large scale machine lear...
Apr. 30, 2016 10:00 PM EDT Reads: 1,107
In his session at @ThingsExpo, Chris Klein, CEO and Co-founder of Rachio, will discuss next generation communities that are using IoT to create more sustainable, intelligent communities. One example is Sterling Ranch, a 10,000 home development that – with the help of Siemens – will integrate IoT technology into the community to provide residents with energy and water savings as well as intelligent security. Everything from stop lights to sprinkler systems to building infrastructures will run ef...
Apr. 30, 2016 05:30 PM EDT Reads: 724
Whether your IoT service is connecting cars, homes, appliances, wearable, cameras or other devices, one question hangs in the balance – how do you actually make money from this service? The ability to turn your IoT service into profit requires the ability to create a monetization strategy that is flexible, scalable and working for you in real-time. It must be a transparent, smoothly implemented strategy that all stakeholders – from customers to the board – will be able to understand and comprehe...
Apr. 30, 2016 04:45 PM EDT Reads: 1,069
Machine Learning helps make complex systems more efficient. By applying advanced Machine Learning techniques such as Cognitive Fingerprinting, wind project operators can utilize these tools to learn from collected data, detect regular patterns, and optimize their own operations. In his session at 18th Cloud Expo, Stuart Gillen, Director of Business Development at SparkCognition, will discuss how research has demonstrated the value of Machine Learning in delivering next generation analytics to im...
Apr. 30, 2016 04:15 PM EDT Reads: 1,669
This is not a small hotel event. It is also not a big vendor party where politicians and entertainers are more important than real content. This is Cloud Expo, the world's longest-running conference and exhibition focused on Cloud Computing and all that it entails. If you want serious presentations and valuable insight about Cloud Computing for three straight days, then register now for Cloud Expo.
Apr. 30, 2016 02:30 PM EDT Reads: 1,721
IoT device adoption is growing at staggering rates, and with it comes opportunity for developers to meet consumer demand for an ever more connected world. Wireless communication is the key part of the encompassing components of any IoT device. Wireless connectivity enhances the device utility at the expense of ease of use and deployment challenges. Since connectivity is fundamental for IoT device development, engineers must understand how to overcome the hurdles inherent in incorporating multipl...
Apr. 30, 2016 02:15 PM EDT Reads: 1,458
SYS-CON Events announced today that Stratoscale, the software company developing the next generation data center operating system, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Stratoscale is revolutionizing the data center with a zero-to-cloud-in-minutes solution. With Stratoscale’s hardware-agnostic, Software Defined Data Center (SDDC) solution to store everything, run anything and scale everywhere...
Apr. 30, 2016 01:15 PM EDT Reads: 1,537
The increasing popularity of the Internet of Things necessitates that our physical and cognitive relationship with wearable technology will change rapidly in the near future. This advent means logging has become a thing of the past. Before, it was on us to track our own data, but now that data is automatically available. What does this mean for mHealth and the "connected" body? In her session at @ThingsExpo, Lisa Calkins, CEO and co-founder of Amadeus Consulting, will discuss the impact of wea...
Apr. 30, 2016 01:15 PM EDT Reads: 674
Angular 2 is a complete re-write of the popular framework AngularJS. Programming in Angular 2 is greatly simplified – now it's a component-based well-performing framework. This immersive one-day workshop at 18th Cloud Expo, led by Yakov Fain, a Java Champion and a co-founder of the IT consultancy Farata Systems and the product company SuranceBay, will provide you with everything you wanted to know about Angular 2.
Apr. 30, 2016 12:45 PM EDT Reads: 1,708
SYS-CON Events announced today that Men & Mice, the leading global provider of DNS, DHCP and IP address management overlay solutions, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. The Men & Mice Suite overlay solution is already known for its powerful application in heterogeneous operating environments, enabling enterprises to scale without fuss. Building on a solid range of diverse platform support,...
Apr. 30, 2016 12:00 PM EDT Reads: 2,300
You deployed your app with the Bluemix PaaS and it's gaining some serious traction, so it's time to make some tweaks. Did you design your application in a way that it can scale in the cloud? Were you even thinking about the cloud when you built the app? If not, chances are your app is going to break. Check out this webcast to learn various techniques for designing applications that will scale successfully in Bluemix, for the confidence you need to take your apps to the next level and beyond.
Apr. 30, 2016 11:30 AM EDT Reads: 1,474
We’ve worked with dozens of early adopters across numerous industries and will debunk common misperceptions, which starts with understanding that many of the connected products we’ll use over the next 5 years are already products, they’re just not yet connected. With an IoT product, time-in-market provides much more essential feedback than ever before. Innovation comes from what you do with the data that the connected product provides in order to enhance the customer experience and optimize busi...
Apr. 30, 2016 11:15 AM EDT Reads: 892
Increasing IoT connectivity is forcing enterprises to find elegant solutions to organize and visualize all incoming data from these connected devices with re-configurable dashboard widgets to effectively allow rapid decision-making for everything from immediate actions in tactical situations to strategic analysis and reporting. In his session at 18th Cloud Expo, Shikhir Singh, Senior Developer Relations Manager at Sencha, will discuss how to create HTML5 dashboards that interact with IoT devic...
Apr. 30, 2016 11:00 AM EDT Reads: 937
Artificial Intelligence has the potential to massively disrupt IoT. In his session at 18th Cloud Expo, AJ Abdallat, CEO of Beyond AI, will discuss what the five main drivers are in Artificial Intelligence that could shape the future of the Internet of Things. AJ Abdallat is CEO of Beyond AI. He has over 20 years of management experience in the fields of artificial intelligence, sensors, instruments, devices and software for telecommunications, life sciences, environmental monitoring, process...
Apr. 30, 2016 11:00 AM EDT Reads: 902
Digital payments using wearable devices such as smart watches, fitness trackers, and payment wristbands are an increasing area of focus for industry participants, and consumer acceptance from early trials and deployments has encouraged some of the biggest names in technology and banking to continue their push to drive growth in this nascent market. Wearable payment systems may utilize near field communication (NFC), radio frequency identification (RFID), or quick response (QR) codes and barcodes...
Apr. 30, 2016 10:00 AM EDT Reads: 731