In our book, we predicted that our “mirror” (Facebook) would come to look more like our “window on the world” (Google), leading to a new age of “social search,” in which we will be increasingly led by the preferences of our digital herds.
Well, a funny thing happened on the way to the convergence. Google+ and Facebook are finding that consumers resist living their entire social media lives on one platform. This is especially true for mobile users. So the big players are diversifying, buying up popular apps and services (like Vine, Instagram and WhatsApp, leaving them with their separate brands) in order to silently share our data behind the scenes.