Entering the Era of Social Sign-On and the Open Graph
However, be careful not to make your customers feel uneasy and queasy. According to a July 2010 study by the Marist Institute for Public Opinion, half of social network users are concerned about their privacy on the sites. Typically, this concern is higher in women and consumers over the age of 30.
Other drawbacks to social sign-on and open graph, which are still young, include the ambiguity of the "like" button. Just because a person "likes" you doesn't mean they're 100 percent invested in your brand. There's absolutely no type of commitment by clicking "like."
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Meredith Cunningham
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