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"I know a lot of you are going to have questions about this, so I want to be clear that we have this designed with privacy and safety in mind from the beginning," Zuckerberg said."There are 200 million people on Facebook who list themselves as single.Our website was established over 10 years ago, so you can be confident that you are getting a quality, original over fifty dating experience.

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not just hook-ups." Fuyuki Kurasawa, an expert in social media and digital culture at York University, said Facebook's foray into the online dating industry is a strategic way to attract more users and increase the engagement time of those already using the platform.

(Fuyuki Kurasawa)Although there's no way to know for sure if Facebook can actually deliver those meaningful relationships, its access to data about users does suggest it could succeed in matching people for dates, said Ramona Pringle, an associate professor at Ryerson University in Toronto and a technology columnist for CBC.

By Thursday evening, the company had still not recovered, with a share price of $36.27 US just after markets closed.

A spokesperson for Match Group would not comment on the falling share price."We're flattered that Facebook is coming into our space — and sees the global opportunity that we do — as Tinder continues to skyrocket," the company said an emailed statement from Mandy Ginsberg, Match Group's CEO.

Having users to create a dating profile on Facebook — which the company has said would be separate from their regular profiles, and not visible to their friends — would increase the amount of time they spend on the platform and generate "incredibly valuable" information about them."When you indicate on a dating profile what kind of movies you like, you know, music you listen to, restaurants you go to ...

that is really, really precious data because it's the kind of micro-targeted data that marketers are looking for now increasingly," Kurasawa said.

Nicole Ireland is a CBC News journalist with a special interest in health and social justice stories.

Based in Toronto, she has lived and worked in Thunder Bay, Ont.; Iqaluit, Nunavut; and Beirut, Lebanon.

"[It's] an interesting move," said Fuyuki Kurasawa, an expert in social media and digital culture at York University in Toronto.

The timing may seem like "a very odd choice in terms of addressing issues of privacy," but Facebook's foray into the booming online dating industry actually makes sense from a "strategic and business perspective," he said.

Things like performing searches, browsing photos and videos, reading member diaries, and much, much more.

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