Facebook

Facebook's ad strategy is a subject of major concern for investors. Advertisements are the site's principal driver of revenue and now that it's a public company, Facebook must satisfy investors as well as its own internal team.

The outlook has been grimmer than anticipated for all but one group of advertisers: dating apps.

In June 2013, the top 20 grossing iPhone apps in the social networking sphere included at least 13 dating apps. Facebook-integrated apps like Tinder, a new app that's taking the market by storm, are becoming increasingly popular among social networking-savvy singles. But as Tinder grows, some older apps, like Are You Interested, a freemium app that's been downloaded 70 million times in its 6-year history, are suffering.

AYI monthly users have dropped from 7.3 million in November 2011 to 3 million today. Only 80,000 people have signed up for AYI subscriptions so far, reports Forbes, and revenue was static for 2012. AYI needs a new strategy if it's going to leverage the 20 million Facebook users who have already synced their profiles to the app and stay on top of the competition. To reinvigorate the brand, AYI turned to Facebook's mobile app install ads.

AYI began a heavy marketing campaign on Facebook's mobile offering, and within a month saw 200% more downloads than the previous month. Because Facebook's mobile advertising is relatively inexpensive, AYI was able to conduct tests to find their most engaged audiences:

• Canadian males & Brazilians of both genders aged 26-36
• Finns over the age of 36
• Americans over 30

And it's not just Facebook's impressive opportunities for market research that make it an ideal choice for marketers. Ads like those used by AYI no longer take users out of the Facebook app and into the app store to download, Users can install new apps directly from their newsfeed, which makes for an easier, more streamlined experience.

Some companies have a greater potential for Facebook ad success than others. Cliff Lerner, co-founder and CEO of Are You Interested, recommends Facebook mobile ads for companies that operate in multiple countries. Those companies, he believes, have the most to gain from the demographic testing that can be done on Facebook. He also advises targeting friends of people who have already installed the app and showing that connection to users who are more likely to download an app their friends are already using.

"Users don't behave differently on mobile but there's less competition for traffic right now and it's cheaper to acquire a user," Lerner says. Facebook's mobile offering may now be the hottest place for companies that rely on downloads to do business.

When it comes to dating with an age difference, there's usually only one story told: men love younger women, and women love older men.

Yeah, it's true - some men do want to date younger women and some women do only go for older men - but it's not the full story, and it's time we recognized that there's more to May-December dating than one unscientific-but-still-predominant view.

AYI.com (Are You Interested?), a dating service that uses Facebook to pair people based on interests, has pulled data from its 68 million downloads and 20 million Facebook profiles to analyze what it takes to make a successful match. Their experiment focused in on the 1 million recommended pairings in a specific population of 35,942 users ages 30 to 49.

AYI's most surprising finding was this: their female subscribers were five times more likely to show interest in men who were five years their junior than men who were five years older. The old narrative is outdated and inaccurate.

Well, sort of. Men do still like dating younger women, as the AYI study proved. Among the 26,434 men between the ages of 30 and 49 who were studied, 42% said they wouldn't even consider dating a woman if she was older than them. If, however, an older woman contacted them first, they admitted they wouldn't necessarily turn her down. AYI's data shows that a man is only 22% less likely to respond to an older woman than to a younger woman if she is the one who initiates contact.

What gives, guys? If you think older women are an easy target with no other options - and it doesn't require any preliminary effort on your part - you'll go for it, but otherwise you won't go anywhere near them? That doesn't sound like the progressive society I like to think I live in.

There are a few theories that explain why AYI's study turned up its findings. Once upon a time, AYI analysts think, young women marrying older men had an appeal based on wealth. While there are still plenty of women who like the idea of marrying for money, younger women are now inundated with requests from older men on dating sites and the myth of the Sugar Daddy is never as glamourous as it seems.

A 2008 study published in the journal Psychology of Women Quarterly found that women who are 10 or more years older than their partner are more satisfied and more committed to their relationships than women who are the same age or younger than their partners. So guys...don't limit yourself to younger women, and girls...don't be afraid of dating younger men.

The Harlem Shake has been sweeping the nation and the world. Everyone from universities to Jimmy Fallon have released a video. So how did these Harlem Shake viral videos become a YouTube craze?

It looks like the first Harlem Shake video was uploaded on Jan. 30, 2013 (see Video). As of today it has over 24 million views. The video that really got the ball rolling and set the format for future videos was this one released on Feb. 2, 2013 by a group of teenagers from Australia calling themselves TheSunnyCoastSkate. Basically a Harlem Shake video is about 30 seconds long with the first 15 seconds of a lone masked person dancing with people around him not paying attention. The video then cuts to the entire group of people doing a crazy dance with most dressed in costumes. During the video samples of the 2011 song "Harlem Shake” released by Baauer are played.

By Feb.11, 2013 approximately 4 thousand Harlem Shake videos where being uploaded to YouTube everyday making 12 thousand total videos with 44 million views. By this time companies had started to take notice and where releasing their own videos. When February 15th rolled around there was a total of 40,000 videos that had been viewed 175 million times. The song “Harlem Shake also reached number 1 on iTunes in America.

Not to be left out a number of dating sites and social networks have also released their own Harlem Shake videos. Here they are:

Match.com does the Harlem Shake

Plenty of Fish does the Harlem Shake

Mate1 does the Harlem Shake

Facebook does the Harlem Shake

For more on the Harlem Shake phenomena you can check out Wikipedia.

You know that annoying couple you're friends with on Facebook? The one who's always putting up soppy status updates, cutesy pictures, and stomach-churningly sweet wall posts?

Prepare yourself: they're about to get even more annoying.

Facebook has recently launched a digital version of relationships at Facebook.com/us. If you're in a relationship on Facebook, the new page collects all posts, events, and photos that both you and your significant other are tagged in. It's a one stop shop for all the details of your digital romance.

Reviews are...mixed, to say the least.

Online dating is going strong, but another digital avenue people are using to meet others includes something a little more - public.

Many singles are turning to social networks - Facebook, Twitter, and even Yelp to find love. While online dating sites still remain a popular way to connect romantically, people are starting to think outside the box. But what exactly does this mean?

We spend a lot of time online, and especially on social networks. We go to Facebook, Twitter, Pinterest, and the like to connect with others multiple times a day - to see what's going on in the world, and to talk about things that interest us. It's only natural to look through friends of friends for potential dates, or to check out the comments people make, to see if there might be a digital connection.

The Huffington Post even talked about Yelp being a place where romantic connections are made, simply because people connected to someone else's writing or the kind of critiques and praises they gave to certain restaurants, bars or coffee shops in their areas.

The idea behind using social networks to meet others, even romantically is this: when you can talk about a shared interest, it's easy to start a casual conversation, flirt, and eventually meet in person. It takes the stress out of dating by - well, taking the dating out of it - like the profiles and awkward emails explaining what you're looking for in a partner.

So what exactly does this mean? Just because someone is on Facebook or Twitter doesn't mean they're single - so are people just taking more chances and asking someone out anyway? Or is it a more relaxed and easier way to start talking and eventually meet up? Is there more risk to reaching out through these social networks, that you might not get someone who's truly interested, or looking, or even honest?

It's true that many people lie in their online dating profiles. But social networking sites don't always accurately reflect information either - like whether or not someone's already married or in a relationship. It's good to find out in person how available they are before you get too involved online.

While social networks make it easier for people to meet, so do dating sites. I think the more avenues you have to meet people, the more opportunities you have to meet the right person. Matching algorithms don't always mean love, but neither does liking the same bands. Sometimes, it's intangible - what attracts two people. So shouldn't you keep an open mind and look at the many ways you can meet, online and offline? Love is all about taking chances.

To find out how different social networks like Facebook and Meetup stack up when someone is searching for love, you can check out our Social Networks review category.

Facebook's IPO is one of the biggest news stories of 2012 so far...are you up to speed? Here's an overview of the most important details of the IPO, from promising start to disappointing finish.

After abundant speculation and much anticipation, Facebook finally filed paperwork for an initial public offering on February 1, 2012, the same week the massive social network celebrated its 8th birthday. The S-1 revealed that Facebook had an estimated value of $100 billion and was hoping to raise $5 billion dollars, which would have made the company about four times as valuable as Google when Google went public in 2004.

Facebook filed with Morgan Stanley as lead underwriter, while Goldman Sachs, J.P. Morgan, and others took secondary positions. Shares were planned to hit the market in May 2012, but rumors soon began to fly that the IPO wasn't living up to the hype. Investors were skeptical about Facebook's prospects, as the site's ad revenues hadn't kept pace with its user growth. An investor poll conducted by Bloomberg found that 79% of investors, analysts, and traders thought that Facebook's $96 billion valuation was too high.

Facebook amended the S-1 filing several times, each time painting a bleaker picture of Facebook's future. One of the largest problems facing Facebook was the site's mobile versions. Facebook has yet to find a way to capitalize on its smartphone-based users, so the more users who check Facebook from their phones, the worse Facebook's average revenue per user (or ARPU) gets. Users are increasingly accessing Facebook from their mobile devices, meaning that Facebook's revenue is sinking.

After all the hysteria, the IPO's debut was anticlimactic. On its first day as a public company, Facebook's stock closed at $38.23 a share. That's down from the opening trading price of $42, but up from its IPO price.

Many theories attempt to account for the IPO's disappointing performance. One suggests that it's NASDAQ's fault, for failing to the stock until 11:30 am EST, 30 minutes later than planned. Another theory places the blame with GM, which pulled its advertising from Facebook shortly before the IPO because it wasn't working. Others say that Facebook was overvalued, or that investors are now weary of social media stock.

Whatever the reason, the rocky IPO cast doubts for many on Facebook's second-quarter revenue potential, and the doubts continue. After all the rumors and hype surrounding Facebook's IPO, what was billed as one of the biggest stories of the year became a non-story. There was little to tell, except that Facebook had underperformed.

In the weeks following the IPO, Facebook stock fell as low as low as $25.52. It is now around $28, but its future is still uncertain.

To find out if this social network can be a good way to meet new people for dating, please check out our review of Facebook.