social = 'social networking'

[Benjamin Zimmer]

"Social" is evidently being used by the digerati as a noun meaning
"social networking" or some such:

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http://www.slate.com/id/2208676/
"Social Warfare: Google and Facebook battle for your friends."
By Michael Agger, Slate, Jan. 14, 2009

[Quoting David Glazer of Google:] The reason we don't do these things
now is that the "barriers to social are too high." It's still too
annoying to fill out all of those registration forms, and there's no
universal way to manage your online identity and networks of friends.
Google and its partners want to collapse the barriers to social and
give each and every one of us an entourage.
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--Ben Zimmer

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