Social Capital

I expect that JL Moreno would have agreed that he was concerned with:

the collective value of all "social networks" [who people know] and the inclinations that arise from these networks to do things for each other ["norms of reciprocity"]

This is the definition of "Social Capital" from the website for Bowling Alone, Robert Putnam's 2000 investigation of social capital trends in US society.

It accurately describes the business that GroupSense is in.