It's hard to imagine there's a digital frontier that Facebook hasn't conquered, but online dating might be it.
When Mark Zuckerberg launched the social site that would change the face of human interaction forever, he was adamant that it would not be a dating service. "I don't think people would sign up for the facebook thing if they knew it was for dating," he wrote at the time to close friend Adam D'Angelo, who later became Facebook's CTO. "I think people are skeptical about joining dating things too."
Although it seems obvious that Facebook has plenty of dating potential, attempts to capitalize on it have yet to catch on. In early 2012, Kingfish Labs raised $500,000 to bring online dating functionality to Facebook through an app called Yoke. Yoke matched users who shared common connections or interests, but had no strategy for initiating communication other than a - perhaps unwelcome - cold message. With no way for Facebook users to signal their interest in being matched for dates, Yoke faded into obscurity.
Now someone is trying to play the online-dating-via-Facebook angle again, only this time it's Facebook itself. The company recently held a press event for Graph Search, "a new search engine that lets members use natural language to pull up recommendations for people, places and businesses from their social graph." (x) Although Graph Search promises to be useful in several ways, online dating is clearly near the top of that list.
Facebook's new feature blends traditional online dating, which connects people who don't know each other, with Facebook's original mission: connecting people who are already acquainted. Type "friends of my friends who are single and living in Austin" into Graph Search, and Facebook will return a list of possible dates culled from just outside your immediate social circle. Results can be filtered by interests, education, age, hometown, current city and more, all while using totally natural language.
If it takes off, Graph Search has the potential to revolutionize Facebook and rock the dating world. "I think the online dating business has to be looking at this announcement and saying this could either be the best thing ever for us, or it could be the beginning of the end," says Dan Slater, author of Love in the Time of Algorithms, On one hand, Graph Search could cut into dating sites' business. But on the other hand, Slater says, Facebook could help the dating industry by removing whatever "cultural barrier" remains for online dating.
It remains to be seen whether this latest attempt to bring online dating to Facebook can succeed where others have failed.
To see how Facebook currently ranks by singles when used as a dating tool you can read our Facebook review.