These characters are mostly shopkeepers and merchants, who buy and sell equipment, food, weapons, armor, and arcane items. Some will also give you quests. Adventuring is easily accomplished solo, though let's face it, most bards like to spin songs of adventuring parties, not lone wolves. In Asheron's Call there are two forms of becoming more social. The first is to form or join a fellowship.
Fellowships are a banding of several individuals who wish to adventure together.
In this manner a well-balanced party can be formed, with the strengths and weaknesses balancing out. Another boon is that everyone shares the experience points while in a fellowship. The second social system is the allegiance system. What this breaks down to is a character swearing loyalty to another character. In turn you could then have someone swear to you, and they could have someone swear to them, and on and on.