Many developers were more than concerned about Facebook phasing out application-based Notifications on March 1st. Companies are instead focusing on creative ways to increase user engagement, including asking for virtual gifts, wall messaging and fan page posts. More at Inside Social Games.
It’s great to see dating sites beginning to take cues from social games, where there is much to be learned about increasing user engagement metrics.
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It’ always a challenge to find new ways to utilize facebook and other social networks to gain attention for your own site. I totally agree with your comments regarding virtual gifts, wall messaging, social games, etc.