Social opt-ins are just another way that brands are marketing to individuals. They are used to accesss information about individuals through their consent as they attempt to use the app or reach the page. CPG, music, and television are the top three types of apps that use social opt-ins. The top three types of information requested by Facebook page tab apps are email, birthday, and page likes. The ratio of MAUs (monthly active users of an app)/fan count of a page belonging to a page is a good indicator of engagment. An app may have more likes, but have lower MAUs; this will give them a lower ratio. Social opt-ins are explained more thoroughly in this infrographic from Neolane.
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