He noted that at FriendFeed they found that the key to getting users to stick around and keep them using the site was that they had to connect with five friends. Unfortunately, when you’re a startup with not very many users, that’s extremely hard to do (yes, even just five). So FriendFeed implemented all types of logins and email contact lookups to try and help users find friends. The key to FriendFeed’s growth was Facebook Connect, as users were four times more likely to become engaged users if they signed up through that service, he said. In fact, if FriendFeed has continued on as an independent service, “we would have removed all those other signup buttons,” Taylor said. Yes, that includes Twitter and Google.