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  Social  sign-in 

  Users or members of 

sites can sign-in with their 

social network accounts 

such as Google+, 

Facebook or LinkedIn 

through use of APIs 

exchanging data between 

different web services.   

Relationship

Describes how different 

tables are linked.

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Part 3  Implementation

Box 11.2

The growth in social sign-in

Smart Insights (2013) explain that this is an approach that was first seen mainly on 

publishers’ sites, but is being used more widely on other types of site like retailer sites 

such as ao.com (Figure 11.1) and Sears Shopyourway.com. You’ve almost certainly 

seen this on technology publisher sites like Mashable, Stackoverflow or TechCrunch 

which enable commenting through logging in/authentication through Facebook, 

Twitter, LinkedIn or OpenID.

The approach has the benefit that it can reduce the barriers to sign-in, which can 

reduce the effectiveness of permission marketing (Chapter 8). It has the disadvantage 

that if simple social sign-in is used, then no data will be collected about the user for 

profiling. This can, however, be used. Smart Insights (2013) reports on research that 

says that although 87% have seen social sign-in, only 25% use it regularly. The share 

of social sign-in at this time was:

● 

Facebook 46%

● 

Google 34%

● 

Yahoo! 7%

● 

Twitter 6%

The growth in social sign-in shows how it should be considered by all businesses that 

need to provide log-in to their services.

Figure 11.6

Generic B2C ER diagram

Customer

• Customer ID *

• Title

• First name

• Last name

• Address line 1

• Address line 2

• City

• Post / Zip code

• County

• Password

• User ID

• E-mail

• Registration date

Primary key

Secondary key

one-to-many relationship

Key