Malia has a great suggestion.
I have quiet boys, so not all boys are the same. When my 7 year old gets together with a bunch of friends, it's loud. A couple of the boys don't fit in as well because they are too silly and "in your face." Of course 7 year olds are generally goofy, but even at that age they have their limits.
My son doesn't like to play with kids that are too loud or who get in his face;he knows he has to be nice to everyone, but that doesn't mean he has to encourage friendships with everyone. Other kids seem to feel this way, too.
One way you can help your son is to do what Malia suggested. Role-playing and offerring praise when he gets it right are great! Your son sounds like he has a great personality, he just needs to tone it down a bit. :)