|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.
The BPM world is going through some evolution or changes where traditional business process management solutions really have nowhere to go in terms of development of the road map. In this demo at 15th Cloud Expo, Kyle Hansen, Director of Professional Services at AgilePoint, shows AgilePoint’s unique approach to dealing with this market circumstance by developing a rapid application composition or development framework.
Dec. 20, 2014 11:00 PM EST Reads: 1,257
ARMONK, N.Y., Nov. 20, 2014 /PRNewswire/ -- IBM (NYSE: IBM) today announced that it is bringing a greater level of control, security and flexibility to cloud-based application development and delivery with a single-tenant version of Bluemix, IBM's platform-as-a-service. The new platform enables developers to build ap...
Dec. 20, 2014 12:30 PM EST Reads: 2,084
"BSQUARE is in the business of selling software solutions for smart connected devices. It's obvious that IoT has moved from being a technology to being a fundamental part of business, and in the last 18 months people have said let's figure out how to do it and let's put some focus on it, " explained Dave Wagstaff, VP & Chief Architect, at BSQUARE Corporation, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4-6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Dec. 20, 2014 12:00 PM EST Reads: 1,945
The major cloud platforms defy a simple, side-by-side analysis. Each of the major IaaS public-cloud platforms offers their own unique strengths and functionality. Options for on-site private cloud are diverse as well, and must be designed and deployed while taking existing legacy architecture and infrastructure into account. Then the reality is that most enterprises are embarking on a hybrid cloud strategy and programs. In this Power Panel at 15th Cloud Expo (http://www.CloudComputingExpo.com), moderated by Ashar Baig, Research Director, Cloud, at Gigaom Research, Nate Gordon, Director of T...
Dec. 20, 2014 11:30 AM EST Reads: 2,383
The Internet of Things is not new. Historically, smart businesses have used its basic concept of leveraging data to drive better decision making and have capitalized on those insights to realize additional revenue opportunities. So, what has changed to make the Internet of Things one of the hottest topics in tech? In his session at @ThingsExpo, Chris Gray, Director, Embedded and Internet of Things, discussed the underlying factors that are driving the economics of intelligent systems. Discover how hardware commoditization, the ubiquitous nature of connectivity, and the emergence of Big Data a...
Dec. 20, 2014 11:00 AM EST Reads: 2,282
SYS-CON Events announced today that Windstream, a leading provider of advanced network and cloud communications, has been named “Silver Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9–11, 2015, at the Javits Center in New York, NY. Windstream (Nasdaq: WIN), a FORTUNE 500 and S&P 500 company, is a leading provider of advanced network communications, including cloud computing and managed services, to businesses nationwide. The company also offers broadband, phone and digital TV services to consumers primarily in rural areas.
Dec. 20, 2014 10:45 AM EST Reads: 2,238
“In the past year we've seen a lot of stabilization of WebRTC. You can now use it in production with a far greater degree of certainty. A lot of the real developments in the past year have been in things like the data channel, which will enable a whole new type of application," explained Peter Dunkley, Technical Director at Acision, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Dec. 20, 2014 08:00 AM EST Reads: 1,306
SYS-CON Events announced today that IDenticard will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. IDenticard™ is the security division of Brady Corp (NYSE: BRC), a $1.5 billion manufacturer of identification products. We have small-company values with the strength and stability of a major corporation. IDenticard offers local sales, support and service to our customers across the United States and Canada. Our partner network encompasses some 300 of the world's leading systems integrators and security s...
Dec. 20, 2014 07:00 AM EST Reads: 2,110
DevOps Summit 2015 New York, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that it is now accepting Keynote Proposals. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long development cycles that produce software that is obsolete at launch. DevOps may be disruptive, but it is essential.
Dec. 18, 2014 09:45 PM EST Reads: 1,139
"People are a lot more knowledgeable about APIs now. There are two types of people who work with APIs - IT people who want to use APIs for something internal and the product managers who want to do something outside APIs for people to connect to them," explained Roberto Medrano, Executive Vice President at SOA Software, in this SYS-CON.tv interview at Cloud Expo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Dec. 18, 2014 09:00 AM EST Reads: 1,356
Nigeria has the largest economy in Africa, at more than US$500 billion, and ranks 23rd in the world. A recent re-evaluation of Nigeria's true economic size doubled the previous estimate, and brought it well ahead of South Africa, which is a member (unlike Nigeria) of the G20 club for political as well as economic reasons. Nigeria's economy can be said to be quite diverse from one point of view, but heavily dependent on oil and gas at the same time. Oil and natural gas account for about 15% of Nigera's overall economy, but traditionally represent more than 90% of the country's exports and as...
Dec. 18, 2014 06:00 AM EST Reads: 894
The Internet of Things is a misnomer. That implies that everything is on the Internet, and that simply should not be - especially for things that are blurring the line between medical devices that stimulate like a pacemaker and quantified self-sensors like a pedometer or pulse tracker. The mesh of things that we manage must be segmented into zones of trust for sensing data, transmitting data, receiving command and control administrative changes, and peer-to-peer mesh messaging. In his session at @ThingsExpo, Ryan Bagnulo, Solution Architect / Software Engineer at SOA Software, focused on desi...
Dec. 17, 2014 11:15 PM EST Reads: 1,386
"At our booth we are showing how to provide trust in the Internet of Things. Trust is where everything starts to become secure and trustworthy. Now with the scaling of the Internet of Things it becomes an interesting question – I've heard numbers from 200 billion devices next year up to a trillion in the next 10 to 15 years," explained Johannes Lintzen, Vice President of Sales at Utimaco, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Dec. 17, 2014 11:00 PM EST Reads: 1,441
"For over 25 years we have been working with a lot of enterprise customers and we have seen how companies create applications. And now that we have moved to cloud computing, mobile, social and the Internet of Things, we see that the market needs a new way of creating applications," stated Jesse Shiah, CEO, President and Co-Founder of AgilePoint Inc., in this SYS-CON.tv interview at 15th Cloud Expo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Dec. 17, 2014 08:00 PM EST Reads: 1,427
SYS-CON Events announced today that Gridstore™, the leader in hyper-converged infrastructure purpose-built to optimize Microsoft workloads, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Gridstore™ is the leader in hyper-converged infrastructure purpose-built for Microsoft workloads and designed to accelerate applications in virtualized environments. Gridstore’s hyper-converged infrastructure is the industry’s first all flash version of HyperConverged Appliances that include both compute and storag...
Dec. 17, 2014 06:30 PM EST Reads: 1,337
Today’s enterprise is being driven by disruptive competitive and human capital requirements to provide enterprise application access through not only desktops, but also mobile devices. To retrofit existing programs across all these devices using traditional programming methods is very costly and time consuming – often prohibitively so. In his session at @ThingsExpo, Jesse Shiah, CEO, President, and Co-Founder of AgilePoint Inc., discussed how you can create applications that run on all mobile devices as well as laptops and desktops using a visual drag-and-drop application – and eForms-buildi...
Dec. 17, 2014 11:45 AM EST Reads: 1,551
We certainly live in interesting technological times. And no more interesting than the current competing IoT standards for connectivity. Various standards bodies, approaches, and ecosystems are vying for mindshare and positioning for a competitive edge. It is clear that when the dust settles, we will have new protocols, evolved protocols, that will change the way we interact with devices and infrastructure. We will also have evolved web protocols, like HTTP/2, that will be changing the very core of our infrastructures. At the same time, we have old approaches made new again like micro-services...
Dec. 16, 2014 11:45 PM EST Reads: 1,381
Code Halos - aka "digital fingerprints" - are the key organizing principle to understand a) how dumb things become smart and b) how to monetize this dynamic. In his session at @ThingsExpo, Robert Brown, AVP, Center for the Future of Work at Cognizant Technology Solutions, outlined research, analysis and recommendations from his recently published book on this phenomena on the way leading edge organizations like GE and Disney are unlocking the Internet of Things opportunity and what steps your organization should be taking to position itself for the next platform of digital competition.
Dec. 15, 2014 11:45 PM EST Reads: 1,728
The 3rd International Internet of @ThingsExpo, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that its Call for Papers is now open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.
Dec. 15, 2014 10:30 AM EST Reads: 6,908
As the Internet of Things unfolds, mobile and wearable devices are blurring the line between physical and digital, integrating ever more closely with our interests, our routines, our daily lives. Contextual computing and smart, sensor-equipped spaces bring the potential to walk through a world that recognizes us and responds accordingly. We become continuous transmitters and receivers of data. In his session at @ThingsExpo, Andrew Bolwell, Director of Innovation for HP's Printing and Personal Systems Group, discussed how key attributes of mobile technology – touch input, sensors, social, and ...
Dec. 15, 2014 10:00 AM EST Reads: 1,984