daemian posted this in the old forums (pulled from google cache)
"another system designed to encourage the multiplayer aspect of MMO is 'Social Points,' a sort of ancillary experience bar. As you participate in conversations with a group, each person is allowed to select the dialogue response they'd like to see play out. A random number is then rolled for each player, with the highest winning, allowing their choice to play on-screen.
The winner also receives a small amount of social points -- a scaling value based on the number of players in your group -- which are visible in the character pane, displaying as a bar. As you 'rank up' through the various tiers you gain access to items on special social vendors in cities. Kaas City on Dromund Kaas, for example, has a social vendor which sells such items. We're not just talking fluff here, either -- there are real, quality pieces of equipment that you can purchase with the regular game currency, credits, just for leveling up your social rank."
Looks like just winning a the multiplayer conversation roll (luck of the dice) gives more social points. I'm willing to bet the more that chose the winning choice, also grants a bonus. I'm sure more info will be available the coming weeks