@XavierJ - I think it was well said in today's presentation at LiNC, by Tim Fishburne - that Google found that "immediate need trumps brand loyalty" (or something to that effect) ... if I am looking for an answer to a product or service issue - I don't necessarily want to "join" a Community - I just need an answer to my question; I think this holds true for many (most?) consumers.
Having said that, if I MUST "join", to get an answer to my query, - I'd rather create a unique identity for a specific Community, that have it linked to everywhere else I have left a digital footprint.
Plus, I'm a pretty private person - increasingly concerned about my digital info "out there" ... indeed, this is the 1st year I've even allowed pictures of myself to be even remotely connected to my personal FB page & I never link my FB page or "like" commercial products/services from my personal page. I have a 'junk' FB profile for that 'stuff' that has virtually no personal info about me.
I find " customers expect to engage on their terms, not on the brand's terms. " & " Allow consumers to login using their social identity." to be somewhat contradictory statements ... it is all about options & flexibility imHo and how difficult is it to offer both options anyway?
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I don't know that I agree with " Don't ask the customer to create an account, ever. " Personally - I don't want my engagement with a company to be tied to my personal social media ID(s) & won't participate if I can only do so that way. All about options imho
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