I'm working on a social-network and IM web platform (for 12 years already!), fully built on XMPP https://movim.eu/.
Thanks to its extensibility and the PubSub XMPP standard (see https://xmpp.org/extensions/xep-0060.html) you can easily build social-network like features. The standard is pretty simple, it's Atom 1.0 transport within PubSub (see https://xmpp.org/extensions/xep-0277.html).
For those that likes RSS/Atom you can also easily publish Atom newsfeed to PubSub (see https://github.com/edhelas/atomtopubsub) and follow your favorite website using your XMPP account and with real-time pushed articles. Here is ArsTechnica as an example https://mov.im/?node/news.movim.eu/ArsTechnica
XMPP is not only for IM, but way more than that ;)