To answer your question, “how deep is the social element of social media”, my answer is quite simply, “however social you make it”

Like Minds, for instance, is using online social media tools to enable offline interaction and community. Everyone is talking about it because there is this community and it is something that matters.

But to make it social like this, we’ve had to build community. We’ve had to say no to certain things, and say ‘yes’ to others. I think many people use social media without making decisive decisions to be social, or take it into the real world.