Letting (or even forcing) app users to sign in via Facebook is a good way to benefit from social buzz, right? Well, mobile operator Orange has offered a dissenting view, based on its experience in France with its tvCheck social TV app. “We’ve seen that if we were using only Facebook Connect, we were losing a lot of users,” VP of digital innovation Patrice Slupowski tells Electric Pig. “We’ve seen that with Facebook Connect now, the screen that says ‘we’re going to publish things to your timeline’ just takes 75% of people away.” Could Facebook be seen as a disadvantage for apps hoping to build user bases? He continues: “There is more and more noise on Facebook. It’s a very noisy environment. All the live streaming activities etc, are becoming noisy and people are becoming more cautious. They don’t want to add noise to the noise.”