Clint Watts, Messing with the Enemy: Surviving in a Social Media World of Hackers, Terrorists, Russians, and Fake News (New York: Harper, 2018):

Social media users must understand when crowds are smart and when they're dumb in order to know when clickbait populism moves society in a positive or negate direction. Crowds do well when they provide feedback on things they've actually experienced, when they are diverse in their perspective and opinions, independent in their thoughts, and decentralized in their gathering knowledge--everything today's preference bubbles are not. Clickbait populism, social media nationalism, and disregard for expertise make preference bubbles collectively dumb, particularly when they assess complex problems like war and peace in the Middle East, highly specialized disciplines like research on autism or climate change, and future-focused strategies and policies of which they have no EOA. When so social media preference bubbles herding under these conditions, I look for outliers, those individuals brave enough, as Tocqueville wrote, to challenge the tyranny of the majority.

Id. at 260. In short: "Democracy dies in preference bubbles . . .  We all increasingly live in places where we walk like, talk like, and look like one another." Id. at 240.