Niche social media just went to a whole other level

I have been thinking about this issue for quite some time, and the fact is I have much more belief on focused social networks than broader ones.

This is why, for example, I've become a bigger fan of Twitter and Pinterest, and less of a fan of Facebook and Google+.

Regardless, this recent Ad Age piece picked my brain to a whole other level:

Celebrities are typically more visible in digital media through Facebook and Twitter. Lady Gaga and Justin Bieber have more than 20 million followers and 18 million followers on Twitter, respectively, and more than twice those numbers on Facebook.

But […] celebrities are increasingly looking to convert those followings into audiences for media properties that they actually own.

This is huge.

In fact, this represents one of the most insightful arguments regarding social media: it's not about the platform. It's not about Facebook, Twitter or whatever new platform you may consider. It's about a cultural shift.

What best exemplifies the power of social media is not directly the number of unique users a platform has; it's actually the consequence of platforms having that many users. People are embracing sharing and community feelings as part of their daily lives. Wherever they do it.

I have my doubts regarding the volume of people shifting from Facebook/Twitter to platforms such as LittleMonsters.com. I do, however, praise the fact that plurality is not a forgotten value regarding the web. And we're just getting started.