Are you solving a very real problem and does the 'Social Platform' help do that? If not then don't bother with the Social Platform, in fact don't bother with the product at all. Solving a real problem is what matters. IMHO.
Highlight went all in with Facebook. Asana is betting on Google. Instagram and Path made a full network of their own. These apps will be tied with their integration choices most likely for the rest of their existence. It's a big deal.