Current trends of social platforms, like Facebook, LinkedIn, WhatsUp try to extend in some way the original human social communication. However, they seem to be pretty much ad-hoc for the first sight. What is missing somehow the systematical analysis: these are the drawbacks and awkward of the human communication and social interaction, these are the points that can be done better with different IT systems and as a result these are systems that are available.
As at the end of day all of these systems are extensions of the human interaction, we might as well call the whole field as Social as a Services.