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Google’s market share of overall social logins increased by 6% points quarter-over-quarter to reach 40% in Q4, per Janrain’s latest report. That leaves it just 3 points behind Facebook, the narrowest gap since the beginning of 2011, when it first surrendered its lead to Facebook. Of note, Q4 has been kind to Google in market share the prior two years, also. Meanwhile, LinkedIn took the lead in the competitive B2B space, with its 6-point increase giving it the clear lead at the end of 2014.

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Excerpt...

Business marketers long have favored LinkedIn as the platform to identify and reach customers. Now they are enabling social sign-in widgets on corporate websites that allow them to connect Web activity to their LinkedIn network, according to customer management firm Janrain.

LinkedIn logins on B2B sites for the first time have outpaced Facebook and Google logins, Alexandra Larralde, Janrain marketing manager, wrote on the corporate blog. The platform accounted for 35 percent of total logins on business-to-business sites in the quarter ended Dec. 31, up 6 percentage points from the previous quarter. Facebook and Google logins on the sites both dropped 3 percent in the same period.

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After having closed the social login share gap with Facebook to less than 5% points in Q1, Google now sites 12% points back, per Janrain’s latest quarterly report. On a more positive note for Google, it regained its lead in the B2B space, narrowly ahead of Facebook and LinkedIn. While the B2B space is competitive, Facebook maintains a majority share of social logins in the other sectors examined: retail; music; entertainment and gaming; and consumer brands.

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Digest...

By offering value to your users in the form of incentives to register socially, you encourage more registrations, which then enables you to discover more about your user base so you can better your marketing efforts.

In fact, we have the numbers to prove just how paramount communication is when it comes to nurturing positive user experiences. We surveyed thousands of businesses that implemented social login and discovered that those that didn’t include a clear message outlining the benefits of logging in socially saw an average of 21.6% users choosing to log in with their social identities. On the flip side, sites that clearly communicated the advantages of social login to its users experienced a social login rate of over 45%.

In other words, businesses that effectively communicate the benefits of registering socially for their sites see a 109% increase in login conversions on average.

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