A Better Social Login: Transparency That Leads To Trust
Tags: security, programming, productivity
Published: 2022-12-19 21:31:59

> Original post written by [Swalé Nunez](https://auth0.com/blog/authors/swale-nunez/) for Auth0 Blog.

## A Better Social Login: Transparency That Leads To Trust

Social logins have given developers an effortless way to address several of their onboarding challenges. With a simple integration that lets users sign up and sign in to applications using social accounts, developers remove considerable friction from the process. Auth0 eased the integration process further, letting developers choose which social login provider to use. The [most prevalent](https://www.okta.com/blog/2020/08/social-login/), Facebook, was generally the default. That integration alone not only helped eliminate password management but also showed increases in conversion rates and overall user engagement. But removing friction and easing a developer’s job is just the first part of this journey. It’s also about user trust.

## A Question of Trust

There has always been an element of trust involved in the social login relationship. But it’s changing. As the relationship between users and the applications they interact with has evolved, user expectations of that relationship have shifted as well. And trust is at the core of these expectations. A study by [MalwareBytes Labs](https://blog.malwarebytes.com/security-world/2019/03/labs-survey-finds-privacy-concerns-distrust-of-social-media-rampant-with-all-age-groups/) found that 95% of internet users don’t trust social media companies with their personal data. Those who responded to the survey showed distrust across all social media platforms. The same research found that 87% of respondents didn’t feel confident sharing their personal data online. The lack of user confidence and distrust is becoming evident in how often they make use of social logins today. 

With users becoming more informed about data privacy and the need to become more active in protecting their online identity, they expect a privacy-first login that will give them more control over and transparency in their data. A report from [PEW Research Center on Americans and their online privacy](https://www.pewresearch.org/internet/2019/11/15/americans-and-privacy-concerned-confused-and-feeling-lack-of-control-over-their-personal-information/) found that 84% of users stated they have little to no control over the data companies collect about them. As technology evolves and with the advent of blockchain technology, users are embracing the idea of having more control over their online identities, data, and transactions, and technology is evolving to help make this possible. Decentralized identity is one such approach.

## A User-First Approach to Online Identity

[Iuncta](https://iuncta.io/)’s user-first approach to identity and access management is built on a model emphasizing transparency that leads to trust. It prioritizes user privacy and enables user control, all consistent with its user-centered design approach. Iuncta is a social login with transparent data sharing and access to zero-party data, so users are always aware of what data is being shared, when, and with whom. A social login that gives users the control they deserve, ensuring trust, offering privacy, and establishing peace of mind.

Iuncta’s decentralized identity implementation allows users to act as their own identity provider online, introducing a more transparent profile-data-sharing model. With its hybrid architecture, developers can quickly and easily offer enterprise-grade passwordless authentication with an intuitive consumer-ready experience that is supported by Iuncta’s [mobile app](https://youtu.be/GN5VMTN_fm8). The Iuncta platform enables user identity on demand, streamlining onboarding and facilitating secure and effortless digital interactions between users and developers.

![Mobile App](https://images.ctfassets.net/23aumh6u8s0i/1yV0zNgYxkdaBNrtSWznCd/ac139374809ea4f043d22ed1db6dda18/01_mobile-app.jpeg)

### End-to-end authentication

The Iuncta solution manages the relationship between the developers and the users of their applications and is supported by a feature-rich cloud offering at the core of an end-to-end solution to consumer online identity management and licensing. 

The key elements in Iuncta’s layered implementation include:

* Developers (Client) – A minimalist module requires only a username for passwordless access.
* Web API/Mobile SDK – A comprehensive list of tools for seamless integration into the Iuncta cloud service offering.
* Cloud services – A feature-rich collection of core Iuncta ecosystem services. It is the control center for the extensive functionality list.
* Mobile app – A clean and intuitive user interface designed to make user interaction with the Iuncta platform natural and effortless. 

![Iuncta](https://images.ctfassets.net/23aumh6u8s0i/1uGGyQ3FBjMBIO34dhAawX/149ba6599cc169cd3c9f0232ba209ea1/02_end-to-end_authentication.png)

Iuncta’s hybrid approach combines a consumer-friendly user experience with enterprise-grade security without lengthy development time. As an official Auth0 partner in its [Marketplace](https://marketplace.auth0.com/integrations/iuncta), the integration only takes a button click and a few simple steps for developers. With an Iuncta partner account, developers get access to the complete list of web APIs and downloadable mobile SDKs, as well as a reference guide with documentation and code samples to enable customization.

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