With the continuing evolution of social search, you can never know too much about your audience. SEOs should evaluate whether they're being filtered out of users social bubbles of influence and becoming prone to unintentional information isolation.
Iceland President Ólafur Ragnar Grímsson on why social media has removed control from the few powerful leaders and media owners. Meanwhile, Eli Pariser warns about the dangers of personalized algorithms and content creating a ring-fenced worldview.
DuckDuckGo, a small-time search engine, focuses its promotions on showing ways it's (supposedly) better than Google. The current message: DuckDuckGo lets you escape the "filter bubble" (customized results) that Google and Bing offer.