Facebook has surpassed Google in another key metric that’s indicative of the social Web’s continued development.
During the first quarter of 2011, and for the first time ever, Facebook was the top network for social sign-in – meaning it was the most popular network ID with which users signed in to websites where they could share content. Social sign-in has become an increasingly important mechanism for Web marketers and content publishers, as it builds engagement from users who share their profile data that can be used for targeted marketing and customization.
Facebook, which overtook Google for time spent on site last August and most 2010 visits in December, earned 35 percent of the Q1 2011 social sign-in share according to the numbers from social media user platform Janrain Engage. Google was next with 31 percent, after beating Facebook 38 percent to 27 percent in Q4 2010.
Yahoo was next with 13 percent, followed by Twitter at 7 percent, Windows Live at 6 percent, and the remaining 8 percent consisted of networks such as AOL, LinkedIn and MySpace.
Social sign-in provides not only a competitive advantage for marketers and publishers, but it is also a significant convenience for consumers. For that reason the practice will increase steadily, and the likelihood is good that Facebook’s edge over the field will also continue to climb.