Said new feature is the ability to form and join clans:
Anyone can create or join a Clan, and doing so gives you access to the Clan window. In the Clan window, you’ll find a completely private chat channel, a News tab where Clan affairs can be posted for all members to read, an Info tab where officers can post Clan information, and a Members roster.
Blizzard’s reasoning behind this (beyond ultimately trying to get as many people as possible to buy the game) is to “bring people together in ways that make sense for allowing players to organize into groups, communicate with each other, and recognize others in-game”. The functionality will be available in both the upcoming Heart of the Swarm and the current Wings of Liberty episodes.
But wait! There’s more.
This is the first part of a larger social system being introduced in Heart of the Swarm. While Clans are geared towards teams of players participating competitively in StarCraft II, we’re working on support for Groups: players who want to associate casually, and in larger numbers. We expect that Groups might be focused on a specific genre of Arcade game, geographic location, BarCraft, community website, popular personality, or eSports organization. How you use Groups will be completely up to you!
And thus it’s probably Blizzard’s hope that eventually StarCraft will be able replace Facebook. But what of players who just want to play the game, rather than “like” people’s screenshots of the time they pwned the other thing? Well you can expect some new units or something. I’m sure Blizzard haven’t forgotten about you.
I’m fairly sure.