A wireless communication station, STA, (110; 300) comprising: a medium access control, MAC, layer to configure a scan message for actively scanning a social channel; and physical layer, PHY, circuitry to transmit the scan message on a primary social channel, the primary social channel being included in an ordered list of social channels including the primary social channel and a secondary social channel, an order of the ordered list being defined in accordance with a standard of the Wi-Fi Alliance family of standards, the social channels being Wi-Fi Peer-to-Peer, P2P, channels; and one or more processors to: synchronize with a device on the primary social channel when a transmission is detected on the primary social channel within a time duration subsequent to transmitting the scan message on the primary social channel, otherwise transmitting a scan message on a secondary social channel selected from the list; synchronize with an access point, AP, on the primary social channel if a probe response beacon is received, from the AP, on the primary social channel; and synchronize with a Neighbor Awareness Network, NAN, on the primary social channel if: a probe response beacon is not received on the primary social channel within the time duration, and a NAN synchronization transmission is received on the primary social channel. a medium access control, MAC, layer to configure a scan message for actively scanning a social channel; and physical layer, PHY, circuitry to transmit the scan message on a primary social channel, the primary social channel being included in an ordered list of social channels including the primary social channel and a secondary social channel, an order of the ordered list being defined in accordance with a standard of the Wi-Fi Alliance family of standards, the social channels being Wi-Fi Peer-to-Peer, P2P, channels; and one or more processors to: synchronize with a device on the primary social channel when a transmission is detected on the primary social channel within a time duration subsequent to transmitting the scan message on the primary social channel, otherwise transmitting a scan message on a secondary social channel selected from the list; synchronize with an access point, AP, on the primary social channel if a probe response beacon is received, from the AP, on the primary social channel; and synchronize with a Neighbor Awareness Network, NAN, on the primary social channel if: a probe response beacon is not received on the primary social channel within the time duration, and a NAN synchronization transmission is received on the primary social channel. synchronize with a device on the primary social channel when a transmission is detected on the primary social channel within a time duration subsequent to transmitting the scan message on the primary social channel, otherwise transmitting a scan message on a secondary social channel selected from the list; synchronize with an access point, AP, on the primary social channel if a probe response beacon is received, from the AP, on the primary social channel; and synchronize with a Neighbor Awareness Network, NAN, on the primary social channel if: a probe response beacon is not received on the primary social channel within the time duration, and a NAN synchronization transmission is received on the primary social channel. a probe response beacon is not received on the primary social channel within the time duration, and a NAN synchronization transmission is received on the primary social channel.