I had a discussion with a friend who used to work at Google today. We both arrived at the conclusion that Google as a company can't truly make a social product because the people who work there aren't social themselves. (Of course, I am stereotyping and there are outliers in my said assumptions.) We both thought that Google as a company is not built for [1] design, [2] social apps because, as a company, it values opinions coming from the technical, left-brained enginees than right-brained individuals and even institutes a hiring process that picks prospective applicants based on algorithms.
While I believe that technical people are the true innovators of companies in the early stage - and this is exactly what helped Google succeed. At the size that Google is now, it can't rely on a group of employees who are, in many ways, exactly alike. A company at the current size of Google needs diverse thinking to truly innovate and produce social apps.
In order to make a social product, you have to be living it. There are a million of design decisions that goes into making an internet product and, without putting your heart and soul into it, the product is not likely to succeed.