|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 Cloud Academy will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Cloud Academy is the industry’s most innovative, vendor-neutral cloud technology training platform. Cloud Academy provides continuous learning solutions for individuals and enterprise teams for Amazon Web Services, Microsoft Azure, Google Cloud Platform, and the most popular cloud computing technologies. Ge...
Feb. 19, 2017 01:15 PM EST Reads: 648
The best way to leverage your Cloud Expo presence as a sponsor and exhibitor is to plan your news announcements around our events. The press covering Cloud Expo and @ThingsExpo will have access to these releases and will amplify your news announcements. More than two dozen Cloud companies either set deals at our shows or have announced their mergers and acquisitions at Cloud Expo. Product announcements during our show provide your company with the most reach through our targeted audiences.
Feb. 19, 2017 12:45 PM EST Reads: 964
20th Cloud Expo, taking place June 6-8, 2017, at the Javits Center in New York City, NY, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy.
Feb. 19, 2017 11:45 AM EST Reads: 937
SYS-CON Events announced today that Outlyer, a monitoring service for DevOps and operations teams, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Outlyer is a monitoring service for DevOps and Operations teams running Cloud, SaaS, Microservices and IoT deployments. Designed for today's dynamic environments that need beyond cloud-scale monitoring, we make monitoring effortless so you...
Feb. 19, 2017 11:30 AM EST Reads: 829
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend @CloudExpo | @ThingsExpo, June 6-8, 2017, at the Javits Center in New York City, NY and October 31 - November 2, 2017, Santa Clara Convention Center, CA. Learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.
Feb. 19, 2017 11:15 AM EST Reads: 1,576
Have you ever noticed how some IT people seem to lead successful, rewarding, and satisfying lives and careers, while others struggle? IT author and speaker Don Crawley uncovered the five principles that successful IT people use to build satisfying lives and careers and he shares them in this fast-paced, thought-provoking webinar. You'll learn the importance of striking a balance with technical skills and people skills, challenge your pre-existing ideas about IT customer service, and gain new in...
Feb. 19, 2017 11:15 AM EST Reads: 1,638
SYS-CON Events announced today that CrowdReviews.com has been named “Media Sponsor” of SYS-CON's 20th International Cloud Expo, which will take place on June 6–8, 2017, at the Javits Center in New York City, NY. CrowdReviews.com is a transparent online platform for determining which products and services are the best based on the opinion of the crowd. The crowd consists of Internet users that have experienced products and services first-hand and have an interest in letting other potential buyers...
Feb. 19, 2017 11:00 AM EST Reads: 1,543
With 10 simultaneous tracks, keynotes, general sessions and targeted breakout classes, Cloud Expo and @ThingsExpo are two of the most important technology events of the year. Since its launch over eight years ago, Cloud Expo and @ThingsExpo have presented a rock star faculty as well as showcased hundreds of sponsors and exhibitors! In this blog post, I provide 7 tips on how, as part of our world-class faculty, you can deliver one of the most popular sessions at our events. But before reading the...
Feb. 19, 2017 10:45 AM EST Reads: 7,628
While not quite mainstream yet, WebRTC is starting to gain ground with Carriers, Enterprises and Independent Software Vendors (ISV’s) alike. WebRTC makes it easy for developers to add audio and video communications into their applications by using Web browsers as their platform. But like any market, every customer engagement has unique requirements, as well as constraints. And of course, one size does not fit all. In her session at WebRTC Summit, Dr. Natasha Tamaskar, Vice President, Head of C...
Feb. 19, 2017 10:30 AM EST Reads: 6,521
In the enterprise today, connected IoT devices are everywhere – both inside and outside corporate environments. The need to identify, manage, control and secure a quickly growing web of connections and outside devices is making the already challenging task of security even more important, and onerous. In his session at @ThingsExpo, Rich Boyer, CISO and Chief Architect for Security at NTT i3, will discuss new ways of thinking and the approaches needed to address the emerging challenges of securit...
Feb. 19, 2017 09:45 AM EST Reads: 1,142
TechTarget storage websites are the best online information resource for news, tips and expert advice for the storage, backup and disaster recovery markets. By creating abundant, high-quality editorial content across more than 140 highly targeted technology-specific websites, TechTarget attracts and nurtures communities of technology buyers researching their companies' information technology needs. By understanding these buyers' content consumption behaviors, TechTarget creates the purchase inte...
Feb. 19, 2017 09:45 AM EST Reads: 738
As cloud adoption continues to transform business, today's global enterprises are challenged with managing a growing amount of information living outside of the data center. The rapid adoption of IoT and increasingly mobile workforce are exacerbating the problem. Ensuring secure data sharing and efficient backup poses capacity and bandwidth considerations as well as policy and regulatory compliance issues.
Feb. 19, 2017 09:15 AM EST Reads: 1,568
Almost two-thirds of companies either have or soon will have IoT as the backbone of their business. Though, IoT is far more complex than most firms expected with a majority of IoT projects having failed. How can you not get trapped in the pitfalls? In his session at @ThingsExpo, Tony Shan, Chief IoTologist at Wipro, will introduce a holistic method of IoTification, which is the process of IoTifying the existing technology portfolios and business models to adopt and leverage IoT. He will delve in...
Feb. 19, 2017 09:15 AM EST Reads: 1,020
SYS-CON Events announced today that Conference Guru has been named “Media Sponsor” of SYS-CON's 20th International Cloud Expo, which will take place on June 6–8, 2017, at the Javits Center in New York City, NY. A valuable conference experience generates new contacts, sales leads, potential strategic partners and potential investors; helps gather competitive intelligence and even provides inspiration for new products and services. Conference Guru works with conference organizers to pass great dea...
Feb. 19, 2017 07:45 AM EST Reads: 1,675
SYS-CON Events announced today that LeaseWeb USA, a cloud Infrastructure-as-a-Service (IaaS) provider, will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. LeaseWeb is one of the world's largest hosting brands. The company helps customers define, develop and deploy IT infrastructure tailored to their exact business needs, by combining various kinds cloud solutions.
Feb. 19, 2017 07:30 AM EST Reads: 1,409
Data is the fuel that drives the machine learning algorithmic engines and ultimately provides the business value. In his session at Cloud Expo, Ed Featherston, a director and senior enterprise architect at Collaborative Consulting, discussed the key considerations around quality, volume, timeliness, and pedigree that must be dealt with in order to properly fuel that engine.
Feb. 19, 2017 05:45 AM EST Reads: 4,728
WebRTC defines no default signaling protocol, causing fragmentation between WebRTC silos. SIP and XMPP provide possibilities, but come with considerable complexity and are not designed for use in a web environment. In his session at @ThingsExpo, Matthew Hodgson, technical co-founder of the Matrix.org, discussed how Matrix is a new non-profit Open Source Project that defines both a new HTTP-based standard for VoIP & IM signaling and provides reference implementations.
Feb. 19, 2017 05:00 AM EST Reads: 4,669
The Internet of Things is clearly many things: data collection and analytics, wearables, Smart Grids and Smart Cities, the Industrial Internet, and more. Cool platforms like Arduino, Raspberry Pi, Intel's Galileo and Edison, and a diverse world of sensors are making the IoT a great toy box for developers in all these areas. In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists discussed what things are the most important, which will have the most profound e...
Feb. 19, 2017 04:00 AM EST Reads: 10,975
We all know that data growth is exploding and storage budgets are shrinking. Instead of showing you charts on about how much data there is, in his General Session at 17th Cloud Expo, Scott Cleland, Senior Director of Product Marketing at HGST, showed how to capture all of your data in one place. After you have your data under control, you can then analyze it in one place, saving time and resources.
Feb. 19, 2017 03:00 AM EST Reads: 3,823
910Telecom exhibited at the 19th International Cloud Expo, which took place at the Santa Clara Convention Center in Santa Clara, CA, in November 2016. Housed in the classic Denver Gas & Electric Building, 910 15th St., 910Telecom is a carrier-neutral telecom hotel located in the heart of Denver. Adjacent to CenturyLink, AT&T, and Denver Main, 910Telecom offers connectivity to all major carriers, Internet service providers, Internet backbones and exchanges.
Feb. 19, 2017 02:30 AM EST Reads: 1,290