One might think that targeting the network with the most users is the most successful form of advertising, but recent studies show otherwise. While big networks drive more traffic,  targeted marketing in niche networks typically generates a higher return on investment. It goes to show that a better understanding of online networks can aid in the design of successful marketing campaigns.

Read more here: http://www.adweek.com/socialtimes/addshoppers-social-networks-roi-2014/614729