I mainly use it to track my fitness, but my use of it "socially" has expanded. A few college friends in other parts of the country have taken up cycling, and Strava is a nice and convenient way for us to see each other's rides, comment, keep in touch, etc. Related to that, I've taken to using the photo upload feature a lot more since I like taking scenic shots a the top of climbs, or if there's something notable/usual during a ride, or taking a picture with mutual friends on the rides, etc. I only use it on my phone so it's all uploaded at the same time.