"What does “social” mean to Google? “Who I am, who do I know, what do I do,” said Glazer."

Google’s Approach to Social 2010

Thats not really social.  In fact, a lot of that is antisocial.  Social is about finding new people, serendipity, what you don’t know. I’ve said it once and will say it again - Google doesn’t get social the same way Microsoft didn’t get the internet.