There's more: it can tweet indie rock lyrics or your feelings on the new microbrew you just discovered. It can upload Twitter pics of the sexy 20-somethings you met on your journey through the Gotham night. What happens if one of your friends is at the party CouchCachet selects for you? Not going to happen, because the app uses a Foursquare parameter that lets you search for locations your friends have never visited. And if all your friends start using the service? "This is fine, we have robots talking to robots," Mr. Fountain said. "This is the future."

On the other hand, who needs friends. Unsure whether the cute guy you just met is ignoring you, or just really busy? Post the specifics to dating advice service HeTexted, and let 40 strangers break the bad news. Make that hundreds of strangers. At the prodding of HeTexted cofounder Carrie Henderson-McDermott, an audience member named Victoria recounted a scenario: She'd met a guy at a party, he asked her out, then texted days later to say he'd come down with something. By an overwhelming show of hands, the audience agreed: Sorry, Victoria, he's just not that into you.

What do Mark Zuckerberg, Marissa Mayer, Fred Wilson and Gollum have in common? They all showed up in RunGold CEO Vivian Rosenthal's demo. The company earned notice in 2011 when it helped shoe seller Airwalk create something called an invisible pop-up store in Washington Square Park. Now it's using its augmented reality chops to help users create and share images with branded content. Photo-bombs away!

Also virtual, these days: your medical care. At least, if you work for Tumblr, Percolate or another company buying employee health plans from Sherpaa. Companies pay $1,000 to $4,000 per employee; in non-emergency cases, employees enter their symptoms over Sherpaa's online platform; doctors are on call 24-7 to dole out advice and certain treatments, and route patients to the appropriate specialists. How does the company suss out drug-seeking behavior, an audience member asked? Sherpaa doesn't prescribe narcotics, founder Jay Parkinson said. "If you're overdosing on amoxicillin—well, I've never actually seen that."

Tina Fey speaking at L'Oreal's Women in Digital awards ceremony.

At the Gansevoort Hotel last night, L’Oreal celebrated the five female winners of their Next Generation Award Tuesday night, honoring female leaders in the technology industry. The event honored Kathryn Minshew (CEO and founder of The Daily Muse), Doreen Bloch (founder and CEO of Poshly.com), Bettina Hein (founder and CEO of Pixibility), Sarah McIlroy* (founder and CEO of FashionPlaytes.com) and Vivian Rosenthal (founder and CEO of GoldRun).

The evening's host, Tina Fey, confessed to “less than no knowledge” of the tech world. But Ms. Fey's motivation for attending the ceremony became quickly obvious. “As a mom of two girls I have to say, I’m particularly glad to be out of the house with no one touching me,” she quipped, eliciting distracted giggles from the audience still focused on Instagraming a photo of the surprise guest.

Ms. Fey commended the award recipients for making it to the top of a traditionally male-dominated field, noting that she also struggled with gender imbalance working in sketch comedy. While urging the women to get other females involved in the industry, she warned against not seeing men as competition.

“Don’t get too comfortable being the only woman in the room,” she said. “You’re there to compete with everyone, unless you’re weight lifting.”

Then things really started heating up. “To the five of you honorees tonight … one of you is will be eliminated,” she announced darkly. Unfortunately, she was joking, as comedians occasionally do, and the ceremony proceeded uneventfully with no fight-to-the death matches. (Unless, of course, you count Ms. Minshew almost tripping off the stage after receiving her award. Can we disrupt heels next?)

Ms. Minshew’s brainchild, The Daily Muse, offers career advice and posts job opportunities for professional women, materials that, to her chagrin, were not available during her job search.

“I was frustrated by how little information there was about what different career paths meant and how to succeed in them,” she told Betabeat. “The first time I had to negotiate a salary, for example, I threw up in the toilet afterwards because I was so uncomfortable.”

Though she loved computer science in high school, Ms. Minshew didn’t originally consider a career in technology.

“I would literally write notes to my best brined in C++ about boys that we liked in the 10^th grade,” she laughed. “But I think that there is still a really strong perception that computer science means an unwashed teenage guy living in his mom’s basement, and that’s certainly what I thought.”

In a sleek black dress and a fitted red blazer, she looked more like an unwashed teenage boy’s dream girl. Like the other award recipients, Ms. Minshew emphasized, in her attire and in her advice, that the tech world wasn’t all about suspenders and broken glasses.

“I think most people think of technology as kind of geeky, and they don't think that it can be an amazing platform to express yourself,” Ms. McIlory told Betabeat. Her website, PashionPlaytes.com, allows children to customize clothing templates, choosing the outfit’s colors and adding certain features, such as ruffles, to the garment.

Ms. McIlory is also one of the brave female techies juggling her business and her family--she has two daughters and one son.

“It's really hard. You try to do 110 percent on both fronts, and the truth is, you are going to miss some things on both sides,” she admitted. We hope Marissa Mayer is taking notes from the glass cliff.

Ms. Rosenthal, founder of GoldRun, predicted that being a female technologist won't be such a novelty in the next generation of entrepreneurs.

“I think, by nature, technology is a great democratizer. I think more women are going to enter into tech organically because everyone is growing up, both girls and boys, with access to Facebook and Twitter,” Ms. Rosenthal explained. “Because they're going to be fluent in these different kinds of languages, and I don't mean necessarily programming, but just in that way of communicating, I think there's going to be a wealth of opportunities that are going to apply to women and men.”

Update: This post originally misspelled Sarah McIlroy's last name. Betabeat regrets the error.