If you've been following digital marketing trends over the past few months you know there's a big shift towards going NICHE and NARROW and not broad, to the masses. Of course Seth Godin has been touting this for years, now the rest of the world is catching up.
I write about this quite a bit in "Celebrity CEO", build a fan base and from their make sales.
In a recent, big design change, Facebook wants to encourage to community to their tribes, to their groups and NOT so much to the masses.
The New York Times writes about it here.