Architecture that enables a user to designate acceptance to receiving social cards from other user in a social network using a personal digital assistant. A mapping component maintains the mappings of all users who have accepted to participate in card sharing and the acceptance level. A whitelist of users can be created that lists the users to whom a social card can be sent from an endpoint. The user can create local groups dynamically at runtime on the local endpoint, where the local groups enable the sharing of the personalized content with multiple users concurrently. The shared card is selected by the sending user and becomes available to the PDA on the proactive canvas of the recipient's PDA along with other cards. Based on the user engagement history, these cards can be ranked among other cards social or non-social PDA cards. Conflation, push notifications, and filtering are also provided.