Facebook announced at its F8 conference last week that it has a new app discovery strategy at play that takes full advantage of Apple’s App Store and Google Play and their lack of transparency.
Facebook’s new anonymous login will now allow users to take advantage of a degree of, well, anonymity should they want to try new apps and not have to log in to Facebook each and every time and have the entire social networking world know exactly what sort of apps you are signing in to and checking out. Certainly, that is of great interest, particularly since there is such a concern about online privacy. It’s important to note that no one really wants everyone to know what he or she is up to while online, and one of the first things that many apps asks is whether or not you grant permission for the game to share certain data on Facebook. With the new anonymous login, this concern is mitigated. The anonymous login means that users can enjoy a less intrusive experience while online, and that their data will be less exposed.
In addition, there is also an app-to-app deep linking possibility that’s now available, and this shows great promise in the Facebook world as well. Essentially, it’s a strategy that will allow users to go from one app to the next without having to do the usual “stopover” at a Facebook login. The user will be able to simply link into the next app, simply because they are already logged into Facebook.
What these two changes mean is that Facebook is now far more accessible and likely user friendly than it ever has been. Facebook is essentially saying to the App Store and Google Play that it already trusts its users and will not require a login every time they go into another app, as the App Store often does. The anonymous login is a boon for those who are currently experiencing great privacy concerns in the wake of the revelations by the National Security Agency over the last year that they have been using surveillance on the online activities of US citizens.
Zuckerberg’s belief that Facebook needs to be trusted more in the continued growth of social media is bang on the money for both users and marketers. Too many users have become accustomed to the idea that a bevy of third parties are going to be tapping into their information without any requirement to do so. The anonymous login now provides users with a modicum of protection against the third party users, and anyone else who feels the need to take a peek into someone else’s online activities.