Lately I’ve seen a lot of newspapers use Social Networks to get hits and some traffic. While it might help them on the Google front for whatever keywords they have in that article, you’re really not getting any use out of it if all the ads are local. People from Social Networks won’t be coming back to your site after they viewed whatever strange or offbeat news you have. Nobody cares what happens in Aberdeen, South Dakota, unless they live there or have family there. Yet I’ve seen lots of Newspapers serve up local ads to all these new viewers. The only thing I can think of is that they want to go through their ad inventory much faster so they can sell some more. I personally think the customers and the viewers would have been better off with national ads.