I'd be reluctant to date anyone who has 100+ friends on Facebook, that seems to me to indicate a degree of shallowness. After 7 years I have 59 and I honestly need to pare that way down. (Wow pruning my friends list, amazing how many people have closed their FB account! A good 10% of past "friends" no longer have accounts)
But hey, thanks for excluding introverts! Really nice of you.
My primary issue is that I only have about 3 or 4 people on Facebook who actually know me well and who interact with me on a regular basis that I'd trust to help fill out my profile.
In addition to that, the entire "guys only look at pictures" thing is BS. Yes I look at pictures first, right after that I read the profile. If the woman in question doesn't have indicators that we are a match in ethics and values, then I am not going to bother sending a message.
Indeed the primary problem I suspect your dating site has is the same problem sites like match.com have, they really don't allow for filtering by value systems. This is OKCupid's single strength that nearly makes up for everything else that is wrong with it.
I really don't care if a woman's friends say she is fun to hang out with. I do care what books she reads and what her feelings on various social and political issues are.