Maybe Facebook Can’t Beat Online Dating After All

The more tech-savvy among you have no doubt heard the uproar surrounding Facebook's Graph Search. Even the less tech-savvy have probably heard it - the uproar was just that big.

Here's why: Graph Search offers personalized results like those from a search engine, but contextualized and drawn from specific data culled from your social circle. It's even capable of understanding natural speech, instead of relying on keyword searches. Couple that with the "Pay to Message Strangers" feature Facebook also announced, and you've got...a dating site?

That's certainly what the online dating industry feared. Before Graph Search had even launched, industry experts worried that Facebook would be the death of online dating.

Lucky for them, there may have been nothing to worry about. "I used graph search and it showed me people who meet my criteria," said OkCupid and Match CEO Sam Yagan, "but that didn't mean I wanted to date those people." Traditional dating sites use painstakingly crafted algorithms to pair up compatible couples, but Facebook lacks any strategy for determining compatibility. Graph Search can find you users who also love Tom Cruise movies, but it can't actually figure out if you're a good match.

Aaron Schildkrout, co-CEO of HowAboutWe, found the whole idea puzzling. After you find someone you're interested in, then what? Do you friend them? Do you pay a fee to send a stranger a message? It all feels awkward, and decidedly unlikely to lead to real connections.

Sean Suhl, cofounder of Let's Date, agrees with Schildkrout's assessment "I would feel awkward about contacting a stranger or friend of a friend on Facebook for romantic reasons because not everyone on Facebook is there to meet people." On a dating site, you can rest assured that - barring a few exceptions - everyone's there to meet future dates.

But that's not to say Facebook is a completely lost cause when it comes to online dating. It's already one of the most common ways people meet and hook up online. Dan Slater, author of Love in the Time of Algorithms, says "We all know that people have already been using Facebook for dating, and that Facebook is the biggest online dating site in the world, even though it doesn't think of itself as an online dating site."

So what is Facebook, exactly? Is it a place to meet new friends? Is it a tool to keep in touch with old friends? Is it the newest (and maybe the most powerful) dating site to join the fray? Maybe it's all three.