What I really think the game needs, regarding social tools;
Allow societies to create Alliances. I myself am in a very small society, because we're a group of friends. We hardly ever communicate with other players/societies, because the social tools don't allow that easily.
Alliances (with a new chat channel of course) would allow societies to group together, without losing their identities.
The game also really needs society rosters. It's of course up to the society to decide who/what is shown on there (limit to names, excluding some players, showing classes, levels, etc. of all listed players, or not).
Then do the same for Alliances, showing the member societies (inter-linking between the rosters of course).
(Yes, this 'idea' comes from another pirate game, and it works great there.)
It would also really help if players could add more tabs to the chat 'window'. Since Alliances would add another channel, that's best not mixed with other chat. I've suggested this before
here. Better chat functionality for 'tells' would really help socializing too; pressing Ctrl-r all the time (and often forgetting it) really isn't fun anymore.