1. A method, comprising: determining social data regarding social relationships of a user by scanning data obtained from communications each sent to or from a local computing device of the user, the scanning to build a person profile for each respective person of a plurality of persons referenced in the communications in at least one of a To, Cc, and Bcc field; mapping each person listed in at least one of the communications in a To field to a plurality of direct contacts; mapping each person listed in at least one of the communications in a Cc or Bcc field to a plurality of indirect contacts; computing a respective relevancy score for each of the person profiles, each relevancy score based on a field of usage in a communication for an address of the respective person; ranking the person profiles based on the computed relevancy scores; in response to user input provided via a user interface, changing an extent of exposure to social data provided to a gadget, wherein the user interface indicates to the user how the gadget uses requested social data, and the extent of exposure is controlled by the user in the user interface based on a social relationship factor; receiving a request from the gadget for social data; and in response to the request, providing, to the gadget, social data selected for a predetermined number of highest-ranked contacts of the plurality of direct contacts based on the ranking of the person profiles, wherein the social data provided is controlled based on the social relationship factor.