Estimated read time: 2 minutes
The use case here is a consumer or customer coming to your website or platform and they have to sign in to use the service.
Facebook over the last decade or so has become the universal identification card across the web. I used to log in with Facebook all the time to all kinds of places. With Twitter too.
And then one day I looked at the lengthy list of apps that were accessing my accounts on those networks.
Revoke access. Revoke. Revoke. Revoke. Are you sure? Yes!!!
Some I didn’t even know what they were!
But it has been ease of use for consumers. It’s similar for Google. The other day Basecamp wanted me to update my password OR login with my Google account.
Easy choice. Google is was.
BUT: Logging in through third-party accounts was more useful when passwords had to be written down to be remembered. Because you had 353 and all had their unique alleged security rules. So they were all different. And some were variations of the same base one. Good luck trying to remember which one was for what network!
Today, my iPhone suggests password and then saves them for me. Chrome does something similar.
So the ease of use factor is not that big of a deal anymore.
And it seems that fewer and fewer sites now offer the Facebook login.
I was reminded of this as well when ESPN announced that Facebook login was going away for fantasy leagues and that people who have signed in with Facebook should create a password.
From a business perspective it might have been a good idea initially to make logins simple through third-party sites. I’m sure some customers expect(ed) it.
But your customer data is also limited to whatever Facebook decides to pass along and that can and will change without notice.
That’s why many sites require people to set up accounts specific to that site only.
Amazon doesn’t allow Facebook login. Neither does Google or Twitter. For example.
That’s because they want to build their own known audience members.
So while it was nice for consumers I see this trend continuing and it does make sense from a business perspective.