LinkedIn lets web users separate the business side of social
Business-to-business (B2B) websites share the same reasons to offer social sign-on to their visitors as business-to-consumer sites—a wealth of information on their registered users, plus the ease of allowing users to carry their identity around with them
rather than forcing them to fill out yet another online form. But data from a major social sign-on provider suggests that B2Bs need to offer more than Facebook Connect to serve their business customers.
Social platform Gigya reported a dramatic increase in the use of LinkedIn accounts to sign in to B2B sites between July 2010 and January 2011. In that time the share of logins using a LinkedIn username and password rose from just 3% to 20%.