Methods and systems to facilitate real time communications and/or commerce via a social network. In one embodiment, communication references are provided to facilitate the requests for real time communications with a member of the social network via a connection provider, which performs scheduling, filtering, payment processing, etc. for the member of the social network. In one embodiment, a method includes, responsive to a request from a first member of a social network, determining a preference of a second member of the social network based at least in part on a characteristic of a social connection between the first and second members who are not socially directly connected in the social network; and facilitating real time communications between the first and second members in accordance with the preference. In one embodiment, the presentation of the advertisement or the advertiser is at least partially based on the social network.