The End of the Common Online Experience

I found this TED video in my Facebook Feed from my friend David Headon and it got me thinking, are we seeing the end of the collective online experience. With that I'm worried on two fronts, professionally it's bad enough to craft a message to break through the digital noise. A new problem I'm not sure even search engine optimization can address, your key message in your communications campaign might get lost courtesy algorithms used by Facebook and Google that will tailor your online experiences exclusively to the users preferences and online behaviour when it comes to searches.

On a personal level I'm a little scared at the loss of the common online experience, my searches will yield different results compared to yours courtesy my web use on any given subject. Thing is I don't know what the outcome will be with such a subtle shift with searches.