An automatic proximity discovery area technique uses available social network information to establish a proximity service area and to select and enable one or more host user equipment devices for device-to-device proximity services. The automatic proximity discovery area technique reduces power consumption for device-to-device proximity service discovery and communications. The technique uses social network messages to detect events and initiate discovery of the device-to-device communications in a proximity discovery area without constant querying or permanent discovery facilities, thereby reducing power consumption of device-to-device proximity services.