Reducing the barriers to using a website is often a key goal for an eCommerce business. One way of reducing the barrier to the whole 'register/sign up' process and the subsequent 'logging in with yet another username and password' is to allow visitors to sign in with their Google ID or Facebook.
I've seen this work well on B2C websites but I'm not sure whether it works for B2B sites as many people associate their Facebook account with their personal life (maybe less so with Google).
Do you think using OpenID / Google / Facebook is a viable way to reduce the barriers of logging into a B2B website, and if so, which of those do you think are more suited to B2B?
My question here is specifically about the usefulness of Google/Facebook etc in the sign-up process for a B2B website to lower the barriers to achieving registered users, not their relevance from a social media point of view. Any comments welcomed.
Edit: Clearly OpenID is a disaster. Also just for a little more clarity on the B2B classification - our customers are buying stuff for work (so that's why we're B2B) but apart from that it feels like B2C in that the visitors won't be using generic company logins and the model is quite Amazon-esque. They work for universities, large pharmaceuticals etc. and they are buying stuff they need to be able to do their individual jobs. Being largely academics Salesforce is probably not a goer (sounds nasty anyway) and LinkedIn / Google might be most appropriate.