Is social networking best left to the Big Guys?

The Toy Industry of America has recently decided to close it's branded social networking site in favor of developing its presence on the more common (and more popular) social networks like Facebook and Twitter.

Toy Connections issued the following statement:

"The world of social media is constantly evolving and ToyConnections – an industry-specific networking website for the toy community – was no longer the convenient “go to” destination it was intended to be. Public websites such as Facebook, Twitter, LinkedIn and YouTube are where you are … and where the conversations and interaction that were happening on Toy Connections need to be as well.

"Therefore, as of COB on Wednesday, March 31, “Toy Connections” closed its virtual doors. We are happy that you’ve been a part of our online community, and welcome our ongoing online connection as a “fan”, a “friend”, a “follower” or a “contact”:

 It appears to me that the business that have the most potential are the ones that can integrate within an established (and popular) venue rather than the ones that try to start fresh.

Keeping that in mind, I think it is a necessity that independent artist and designers remember to maintain a social network presence, and not just focus on their own website.