All marketers would agree that information is key. Out of date and inaccurate database entries can be costly to maintain and lower a company’s worth and reach when it comes to campaign targeting. In fact, when the option of list sales become a reality, inaccurate database information can make or break a deal.
Say you’ve just started a cute new social media website. You require new users to create an account using their correct contact information for your own verification purposes, and of course to keep a database of user characteristics. This database can get full of inaccurate information: many users are skeptical about new websites, many users are tired of entering their contact information over and over again on websites that will probably sell their information. However, the only exception to this behavior is within the laziness of the typical user.
By using a “Login Using Facebook” button for all of your user activity (new and returning), users are able to simply click 2 buttons that put in an API call between your site and Facebook. What makes this a gift from the marketing gods? Almost anyone who is on Facebook uses accurate information about themselves. Names are spelled correctly, geographic information is almost always correct, and interests and keywords can be pulled into your site to create a new fully robust user entry. When the information changes on Facebook, you have the option to update your information as well.