This all boils down to the requirements and scope of your business – Both large social media websites and small (niche) based social media websites have their own importance. Larger websites have more and diverse user base and cover all sorts of different topics and content. Smaller niche based websites have less user-base but are more focused on a particular topic or niche. Even though the targeted traffic in small niche websites will be less, but there is a high chance to divert a good amount of leads from those websites as most of them will be interested in your products and services.