Larry Weber's new book "Everywhere: Comprehensive Digital Business Strategy for the Social Media Era is just out and getting great reviews (see for example on Amazon here).  For us the key statement in it is

"I think the social media world is micro-segmenting very quickly. For example, if you're somebody interested in diabetes, you go deeply into the top diabetes sites and forums and start sharing things. You could be on Facebook, you could be on LinkedIn - but increasingly they're adjunct kind of sites."

Right on! We agree with the belief that the online world is separating into mainstream sites like Facebook and LinkedIn for your wider social media needs and specialist sites with the latter taking the lion-share of time spend online.  Our portal for vintage and collectible toys is a good example.