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Customized, personalized, tailor-made are all words with positive associations. Who does not like the idea of clothing, food or entertainment made just for them?

Eli Pariser warns us in this TED Talks video about the dangers of an overly-customized Web.

I like Pariser’s faith that things will even out and that Internet ethics will make sure we get a balanced stream of information, eventually.

In the meanwhile though, I think it is important for all of us to be aware of the pitfalls of the filter bubble. Especially, if we are in the business of engaging with social media professionally we really have to click on different kinds of links to ensure that we don’t look at the world with blinkers on – while it is a good idea to have a profile of a target audience, it is foolhardy to ignore diversity of thought, philosophy and engagement.

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