General News

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.

Congratulations to ChristianMingle.com, which recently reached a major milestone: the site has now passed the 10 million member mark.

To commemorate the achievement, ChristianMingle launched a nationwide search for the most inspiring love story. All entrants must have met through ChristianMingle.com, and one lucky couple will receive a "second honeymoon" to an all-inclusive Club Med Resort on Columbus Isle in the Bahamas Archipelago of San Salvador.

Greg Liberman, CEO of Spark Networks, owner and operator of ChristianMingle, is justifiably proud of the company's success. "Cresting the 10 million member milestone, with most of those members joining in the past couple of years, is just another indicator of the impact ChristianMingle has on the Christian community," he says. "Our mission at Spark Networks is to create iconic, niche-focused brands that build and strengthen the communities they serve, and ChristianMingle's growth is a reflection of laser-focus on the needs and values of the Christian community."

There's sure to be many more milestones in ChristianMingle's future. According to the State of Dating in America report, 94% of Christian singles think online dating is a great way to meet people. ChristianMingle has certainly felt the boost from the Christian community's increasing acceptance of online dating:

• ChristianMingle members are now associated with 246,797 churches across the country.
• In 2012, California-based ChristianMingle visitors surpassed those of any other state.
• More than 2,500 different types of devices are used to access ChristianMingle each month.
• Every day, more than 200,000 messages are sent by ChristianMingle members.
• ChristianMingle users "smile" at each other nearly 100,000 times each day.
• More than 10,000 new subscribers join ChristianMingle on a daily basis.

ChristianMingle considers itself the premier online community for Christian singles looking to meet a match within their faith. The site's success can be chalked up to its targeted, laser-focused dating experience, based on the premise that Christianity is central to a person's identity and therefore should be an influential force in the choice of a partner.

To build on their mission to support and expand the Christian community, ChristianMingle plans to continue their expansion. "Our commitment to building and strengthening the Christian community is evident not only through ChristianMingle," says Liberman, "but also through our growing Gospel Media Group, a network of online destinations, which includes not only ChristianMingle.com, but also Believe.com, Faith.com, DailyBibleVerse.com, and ChristianCards.net."

For the contest, ChristianMingle announced on it's Facebook page the winning couple on July 15th. For more on this dating site you can read our review of ChristianMingle.

Starting this Thursday July 25th to Sunday July 28th eHarmony.ca and eHarmony.com are offering free communication for all members that includes email.

If you are thinking about giving eHarmony a try these free weekends are a good place to start since there is always a lot of activity with all of the new members. With communication included you will be able to almost fully partake in the entire eHarmony experience from creating your profile and answering the unique and informative Relationship Questionnaire, to reviewing your matches, trying out the guided communication process, and sending messages. The only things free communication events do not include are profile photos, secure call, or skip straight to email. There is not cost to participate and no credit card is required.

For more details on how eHarmony works you can read our in-depth review and read the user comments. There last free communication weekend happened in June just before Independence Day (see Story).

There is a new dating app now available on the Apple App Store from WealthyMen.com. Just like the actual website the WealthyMen app aims to connect attractive women with established professionals looking to meet that special someone.

What makes WealthyMen unique among dating sites is that it is one of the few that offers a verification service in which male members can verify their income, photos and profession. Because of the type of site this is, it has a high female to male ratio.

The dating app offers most functionality of the dating site including creating a profile, searching for members and communication. For more information on this dating site you can read our Wealthy Men review.

China's largest dating site, Jiayuan.com, announced last week that they had reached 90 million members around 7pm on July 7, 2013. It took them only 6 months to signup 10 million more members (in January of 2013 they had 80 million members).

Jiayuan.com is also the only Chinese dating site company that is trading on the NASDAQ. Their IPO happened on May, 2011 and the company has since doubled in worth.

For more information on this milestone of Jiayuan you can check out the press release.

As if we don't hear enough about the perils of online dating already, this is the latest news about the potential dangers of looking for love online: your online dating site doesn't have to tell you that your date might be a murderer.

Eric Goldman, a Forbes contributor who also teaches Internet Law at Santa Clara University in California, cautions daters in a recent article on Forbes.com. He begins with the story of Mary Kay Beckman, who met a man named Wade Mitchell Ridley on Match.com in 2011. After dating briefly, Beckman broke it off.

Three months later, Ridley attacked Beckman in her home, repeatedly stabbing and kicking her. Later, it was revealed that Ridley already faced a murder charge in Arizona, where he was suspected of killing an ex-girlfriend with a butcher knife. Authorities also believe he robbed a pharmacy of painkillers earlier in the day. He was sentenced to 28-70 years in prison, where he died in May 2012.

Beckman survived the attack, and believes Match.com should take responsibility for the tragedy. She sued the dating site, but her suit was eventually dismissed.

Goldman thinks the outlook is bleak for suits like Beckman's. "Lawsuits against online dating sites tend to generate widespread press coverage going into detail about the victimization," he writes, "as stories like Beckman's prey on common fears about online dating." But although they generate outpourings of sympathy, they have historically been completely ineffective.

Beckman's suit was doomed from the start, says Goldman, because of a law that says websites aren't liable for user content. Plaintiffs have argued that they aren't suing dating sites over posts, but rather for failing to provide protection from dangerous users, but to date they've had zero success.

A similar case ruled that "all of Match.com's conduct must trace back to the publication of third-party user content or profiles. Match.com is a website that publishes dating profiles. There is nothing for Match.com to negligently misrepresent or negligently fail to warn about other than what a user of the website may find on another user's profile on the website."

Plaintiffs will no doubt continue their attempts to hold dating sites accountable for the actions of their members, and get increasingly creative in doing so, but Goldman believes their efforts are unlikely to be fruitful. "I've never seen a successful 'failure to warn' argument make any progress in working around" the law, he notes.

The best hope is that the websites will care enough about their reputation to voluntarily take measures to protect their members from harm.