I think the superficiality of such tools is becoming more and more apparent. It has become so effortless participate in the social game (for a lack of a better word) such as wishing an happy birthday or some words of support for grieving folks that it's getting hard to gauge whether people do actually care about you. It's about the work you put in.
Personal anecdote: Had to hire a guy with a van on a public holiday as I was moving to a different part of the city (Dublin). Asked my fellow French friends for help and sure enough we were loading the van at 11 am. The driver admitted that he wouldn't have had as much help if he had asked his own -Irish- friends because they'd be too hangover to bother.
I found that quite sad, especially given that all my friends are not lifelong friends, we've know each other for 5 years or less.