I can't see any obvious reason to believe that "social reading" means "social criticism", Blue Apple. I think "social reading" is meant to be separate from "literature" and "advertisement". Questions about the meaning of isolated titles are very hard to answer. You really need to read that book if you want to understand exactly what Wicke is referring to in the title.
"Social reading" is a newish term. It may be understood in opposition to solitary reading. People exchange views in real-life book clubs reading groups, or on social media online. If you read a book and feel moved to discuss it with others, that could be a form of criticism, and the reviews of books written by ordinary readers on sites that sell or promote books are also part of the "social reading" phenomenon.