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February 12, 2015

How to Find Love with Facebook Targeting

Screen Shot 2015-02-12 at 10.57.35 AM

(Image: Screenshot via Lovebook.com)

We’ve long known the power of targeted ads in expanding the reach and relevancy of social content for our clients. Facebook’s targeted ads allow us to spend dollars efficiently and serve messaging to only the users that matter most, selected by location, demographics, interests, behaviors or even for sharing traits similar to Page fans, customer lists or website visitors. Now, just in time for Valentine’s Day, Mashable is reporting that there’s a new way to apply this powerful targeting technique to your love life.

“Find love on Facebook — with a targeted ad campaign,” promises Lovebook, a new service that melds matchmaking with Facebook’s honing abilities.  In theory, this makes a lot sense: Why wait for serendipity to connect potential suitors to your online dating profile (many of which a demand a hefty monthly subscription) when you can expand the reach of that profile, for less money, to a highly qualified audience of your choosing?

“You could even appear on Kim Kardashian’s computer if you share the same interests — you don’t get that kind of potential access anywhere else,” claims the Loovebook website, which goes on to compare the monthly subscription rate and user reach of major online dating services compared to the price and reach of its ads, which are available in three tiers and each guarantee a minimum number of leads from five (“First Date” package) to 25 (“Casanova”).

While this approach makes sense with dollars and cents, is it the user experience that date-seekers are looking for? One major benefit offered by dedicated online dating sites is the comparative feeling of “safe space” — you know that anyone who finds your profile is also looking for love, which may help some people overcome perceived stigmas associated with the practice. On Facebook, by comparison, the “exposure” factor seems greater in that there’s no opt-in functionality to filter who sees you. Still, Lovebook is a testament to the ever-evolving role of data in making our lives fuller, richer, faster, and better. “I have never received so much attention,” reads one “testimonial” from a Lovebook user. “Thanks to Lovebook I have actually found love, something I thought would never have been possible.”