It’s hard to imagine that just a decade ago we lived in a world without Facebook, Twitter, LinkedIn or even Google+. The outbreak of social networks not only revolutionized the way we communicate with each other, but also transformed the way businesses interact with consumers – particularly beyond the walls of those social networks. Pingdom, a website monitoring service, recently found that 49.3% of the top 10,000 websites in the world incorporate some form of Facebook integration or links to Facebook. Of the same 10,000 websites, 41.7% feature links to Twitter.

Clearly, social business is more than a trend. Social networks have embedded themselves as part of the Internet – making the Web inherently social. As a result, users have grown accustomed to a new kind of web experience. They now expect to interact on websites using their social profiles, which allows them to seamlessly socialize with friends, share content, and discover tailored information all on a business’s website. For businesses, meeting the demand of social consumers means keeping up with the latest in social infrastructure – employing technologies like Social Login, Comments, Share buttons, Activity Feeds and even Social Gamification.

Forbes Social Login

Hundreds of large businesses, including Pepsi, NBC, Forbes and the NFL have implemented social infrastructure to engage users, spread content and gain an unprecedented understanding of their audiences. Companies that implement social infrastructure can:

  • Keep users on their sites: more social integration means more time spent on your website, reinforcing brand perception and familiarity
  • Retain attention and maintain control: social features allow users to interact directly with site content, rather than exporting them to external social networks where they are likely to be distracted by multiple news feeds, targeted ads, and chat bubbles
  • Capture rich and dynamic user data: social integration platforms automatically gather permission-based user data, from general demographics to activities, which makes it easier to send personalized emails, recommend content, target customer segments, and make more informed business decisions.

See social infrastructure in action by visiting our client examples page.

— Victor White, marketing