Why have so few sites adopted 'Login with LinkedIn' versus Facebook, Twitter, and Google login?

This is a follow-up to my earlier question: http://www.focus.com/questions/which-b2b-sites-offer-login-linkedin-option/

Where I've found uptake amongst the B2B breed of sites is with job sites, like TopProspect. But even a site like honestly.com, which is attempting to build a profile for your professional reputation and would seeming be a great fit for Login with LinkedIn, doesn't use it.

Why is Login with LinkedIn not gaining greater adoption? Using Facebook and Twitter as two much more commonly used social sign-on options.

Topics

Authentication

B2B

Internet

Oauth

Answer This Question

Nipun Jethi

asked on Oct. 10, 2011

Andrew Baker

Director, Service Operations, SWN Communications Inc.

Posted on Oct. 11, 2011

I'm not familiar with the complexity or availability of the LinkedIn API with regards to logging on, but that is one aspect of the equation that I would consider.

Another is this: Only a small subset of the LinkedIn populace is really about connectivity. The vast majority simply use it as an online resume, or were brought in by other people who use it more regularly than they do.

While the same is true in FB that not everyone is an active user, FB has greater numbers and most likely better percentages of active users, and their API has been public longer, so it is easier to get organizations of all sorts to tie into them.

-ASB: http://XeeMe.com/AndrewBaker

Nipun Jethi Replied on Oct. 11, 2011

Ah, what struck me most about your answer is how the vast majority of LinkedIn's users use it. This idea that they just don't view LinkedIn as a useful sign-on mechanism because they don't use it for any real social interactions.

I wonder if some of these B2B sites tried Login with LinkedIn and after noticing users just weren't going through it, removed it as an option

Michael Schmier

Product, Marketing, and Customer Experience Professional

Posted on Feb. 29, 2012

Twitter and Linkedin seem to own "log in" for other sites and apps because of the large base of users. Many sites (even B2B) are just looking to make sign up, log in and basic personalization (name, profile pic), etc. easier. Since LinkedIn has a fractional number of members compared to Facebook and Twitter and because users are used to signing in with Twitter and Facebook, it's a no brainer However, if you're building an app where users can integrate their resume, or need access to their business contacts, then LinkedIn would be the winner in my book. I just ran into only the 2nd company I've ever seen with Linkedin integration (besides Klout) - Ongig - that does this. Seems like Focus would also be a great fit for LinkedIn integration.