In the Name of Love; Online Dating Sites Are Being Used in Ways Never Intended by Their Creators: Advertising, Networking, Job Hunting

Newsweek, May 9, 2014 | Go to article overview

In the Name of Love; Online Dating Sites Are Being Used in Ways Never Intended by Their Creators: Advertising, Networking, Job Hunting


A common gripe about online dating is that there are far too many generic messages, lazily copied and pasted and spammed to hundreds of romantic prospects. In November 2013, Zach Barnhorst, a bearded, 37-year-old clothing designer, used this strategy with a different goal. In a two-hour period, he sent an identical message to roughly 800 women he "matched" with on the dating app Tinder, encouraging them to shop at ZB Savoy Bowtie Co., his San Diego-based business.

"Hey, check out my new bowtie company--for all your Holiday shopping for dad, brother, uncle Jimmy!" the message read. It included a direct link to an online store that sells bow ties with names like "The Blondie" (pink, with white polka dots), "The Rip Van Winkle" (gray herringbone wool) and "The Hemingway" (a skull-and-crossbones print). In the days that followed his message, Barnhorst saw a 200 percent increase in unique visits to his site, leading, he said, to a modest bump in sales.

Barnhorst was surprised by the positive feedback he received on an app notorious for no-strings hookups. "There were only about three people who were really upset that I was trying to market on Tinder," he says. "They thought I was being sacrilegious on this holy ground--like we need to keep Tinder pure."

Barnhorst is not the only one experimenting with the business potential of dating forums. Tinder's 27-year-old co-founder, Justin Mateen, has heard of the app being used by modeling agencies as a scouting device and by party promoters to send invites en masse. Tinder allows users to quickly surf through images of local singles on their smartphones, swiping to the left for "no" and to the right for "yes, please." (If two users "like" each other's photos, they can proceed to a private chat.)

"All we are doing is allowing the introduction of two people," says Mateen, whose co-founder, Sean Rad, used the app to hire his assistant. "We don't even consider Tinder a dating platform--it's a connection platform."

Traditional online dating sites have also seen more users job hunting, recruiting, marketing and networking. "We don't track it, but I've heard it enough times to know it's real," says OkCupid founder Sam Yagan. OkCupid's algorithm calculates a "match percentage" based on users' answers to a questionnaire. ("Do spelling mistakes annoy you?"; "how often do you keep your promises? …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited article

In the Name of Love; Online Dating Sites Are Being Used in Ways Never Intended by Their Creators: Advertising, Networking, Job Hunting
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this article
  • Highlights & Notes
  • Citations
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.