We’ve been warned before. Walled gardens aren’t good for us. Sometimes we shouldn’t want a discovery engine know everything about us and present us with more options or choices that are similar to stuff we’ve liked in the past.
What if I want to be surprised by something new, something I wouldn’t have looked at under any discovery engine, just because my friend posted it.
Social networks are building walled gardens. They want to make sure that when someone engages with content, they stay on the social platform instead of clicking somewhere else. The statistics show that this is already happening. Since January 2015, Facebook referral traffic from publishers dropped by 32 percent, but user interaction on Facebook increased by almost 3x from 2014 to 2015.