With the help of social networks, potential customers are providing valuable information marketers can use to attract business. Customer retention is also helped with this method. Campaigns can be developed that better align with the consumers' interests.
Resource article from business2community.com
Businesses need to communicate with consumers on how their information will be used.
"Social login enables users to create accounts and sign in to websites
and mobile apps using their existing social profiles, which facilitates
an easier registration and login process while giving businesses an
opportunity to capture permission-based social data on their customers."
From the venturebeat.com article
The post asks if Pinterest and Google will take on Facebook dominance.