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Living in a Social Bubble

July 4, 2012

Toronto, July 4th, 2012 - How much of the ambient social information you come in to contact with has been implicitly filtered? The act of only consuming "agreeable" content, consciously or not, reinforces your personal world-view. While we may have the self-image of being open-minded too often we live in a social bubble.

"The promise of the social web was connection and communication," says Randall Craig, Social Media and Web Strategist and author of the Online PR and Social Media series. "It was the great equalizer that gave every voice an ear, but has been badly eroded over the last few years, much to our collective detriment."

Randall Craig offers these considerations:

* Hidden filtering: The flood of data means that social media sites filter the content that appears on our pages. Of all of your Facebook Friends, why is it that you see posts from some people and not others?

* There is a commercial imperative to 'help' us make purchases by using technology that personalizes product recommendations. Did you ever notice that the only books you see on Amazon are those that are similar to those you've already looked at? Or that many web advertisements are also suspiciously similar - even across different sites?

* We are creatures of habit, and tend to do the same thing over and over. It is simple human nature to do what is comfortable. If you have the same type of coffee every morning, why be surprised that most people check the same sites every day?

* We seek social approval. Most people avoid conflict and prefer to read opinions that support their world-views, not undermine them. We feel good when others Retweet, Like, and Share what we say. We feel significant as we attract Followers, Friends, and Connections (all who think as we do.)

In case there is a question about whether this is for the good or for the bad, consider these two points:

1. Exposure to different points of view can spark new ideas: diversity of thought is critical to creativity and innovation.

2. Exposure to different points of view helps you understand the concerns and objections of the opposition ? or your perspective clients. It lets you walk in their shoes, and learn how to serve them better.

Craig adds: "Finding your tribe on LinkedIn, Facebook, or YouTube might be exciting. But when we self-select ourselves into a social bubble, we miss an opportunity to grow ourselves - and the value of our network."

So get your news from different sites. Comment on posts from different bloggers. Explore what your network is doing beyond what is presented/filtered for you on the social networks. Go ahead and pop that bubble.


Since 1994, Randall Craig has been advising on web and social media strategy. He is the author of six books including the Online PR and Social Media series. For more information about Randall Craig visit

For more information contact:

Randall Craig
416.256.7773 x101 /

Carolyn Bergshoeff
416.256.7773 x 103 /

For more information contact:
Randall Craig
Pinetree Advisors Inc.
Phone: 416-256-7773 x101

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Randall Craig, Social Media and Networking Expert


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