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In this way, social logins are like a partnership between businesses and consumers. Indeed, Beckland says that social logins are expanding the idea of social media and shaping the future of digital identity.

Social logins have provided a solution to this fragmentation for consumers, while enabling businesses to provide a better, more personalized user experience.

A great example of a company removing registration friction for a business audience is the online media division of The Business Journals. Since deploying Janrain Engage Social Login in June, they have reported a 12% increase in site registrations across 40 online properties.

Will social media play an important role for B2B marketers in the near future? We believe so and are seeing a growing interest from technology solution providers and other organizations that want to add a social element to their B2B website and marketing efforts. In Forrester’s report: Market Overview: 2011 Social Media Platforms For B2B Tech Marketing, they indicate: Today, there is increased demand for social media platforms from B2B tech marketers that are using social media tactics to engage with business technology buyers.

the majority of teens now consider Facebook the alternate choice. 

This speaks to a shift in thinking amongst teens, in that privacy has become a concern. Users still want to be connected, but want to choose their connections more carefully, and compartmentalize their relationships. They want to share their lives, but to target where, what, and sometimes how long something is shown.

78% of our respondents counted among those who accessed their favorite social media application at least three times a day. Regardless of which app selected (and make no mistake, Facebook is included), users log on several times daily

But the fascination with Google+ as a would-be Facebook killer obscures the larger story about what Google+ offers.

Google+ is really two things. One is a destination for connecting with friends and subjects that interest them. When the press writes about Google+, it's usually in this context. But Google+ plays a second role, as a product that improves other products. Google tends to talk about this in abstract terms -- it's "a social spine;" it's a "fabric;" it "weaves" Google products together. Let's try to be a little more concrete about what Google+ is doing besides giving people a Facebook alternative.

Google+ is a single sign-on system. Until the social network launched in June 2011, users of various Google services used different identities for each.