Segregation in Social Media

Social media give people across the world ability to communicate about their culture and different lifestyles, but an article Digital Divide: Segregation is Alive and Well in Social Media from the Advertising Age website questions if segregation (which is still alive in America) has transferred to the Web. It seems that social networking is how different types/groups of people interact...a space for everybody, everywhere. But it is the job of market researchers to recognize and retain ethnic strategies on the Web for the "cross-cultural" experience that is social media. Does the way we socialize on the Internet come from how we exist in society and should it be that way? Does social media bring people closer together or is there really a digital divide?