At their heart, social networking and online dating websites are very relationship-oriented. The product is the online customer, and he is directly involved in packaging and virtually delivering personal content to another customer. As a result, localization challenges for such a site are very different from traditional multilingual commercial Web applications. Cost-effectively serving such Web content globally, while preserving individual target locale protocols of interactive dating and romance, requires a highly specialized team.

The tone of communications and standards for appropriate social demeanor in social networking and online dating can be radically different depending on the region. The norm in Western markets differs from the norm in Asian markets. Pull down menus with gender and pronouns can prove to be surprisingly complex in some languages.

Many online dating or social networking websites have databases of hobbies, professions, memberships, and other areas to help flesh out a user’s profile.

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