The following is an excerpt from an article I just wrote for CSO Australia.
Ultimately, context is the key to understanding the appropriate use of social identities. While we may be happy browsing a retailer’s website logged in with our Facebook account for a personalised experience, we are not going to be making the payment with it. Organisations that get the balance right while understanding appropriate use and context can begin their social-enablement journey with their eyes open.
Check out the rest of it here.