What social tools do all MMOs need?

Heading into WildStar this past weekend, I was pleasantly surprised at how useful and easy the in-game social circles were. Instead of fretting about guild membership, I joined a few circles to talk with friends and made one up to keep in touch with a couple more. Somewhere Google+ is laughing haughtily, but I think that more MMOs should have a feature like this.

So what social tools do you think MMOs need? I'd also nominate in-game guild finders, far more robust friends lists (that are per-account, not per-character), and handy emote buttons that eschew the need for memorizing a list of slash commands. What say you?

TH

I think being able to sort your friends into categories for easy memorization would be useful. Say, having the ability to put a tag that says, "cool guy from valley" or some such, so you're not forced to pick your brain remembering user names.

Or, just for curiosity sake, perhaps a geographical search capability so you can find people in your area or timezone so coordinating game play wouldn't be quite the issue. I dunno though, just random thoughts.