We are distinctly different than using existing social media tools, first and foremost because of the security and privacy structure we have created. You can read more about that here.
More importantly, we understand that lab data is very important and sensitive, and so mixing that data with your personal life (on Facebook) or other data is not the best practice. So we want to provide labs that necessary separate location to share their data in a private fashion.
Finally, while we are using social tools, like #tags and @mentions, they are already being used very differently than in regular social media, and will continue to be developed for lab specific use cases. You can read more about that here and here.