—While the news is good for small marketers who are looking to reach social net users, most attempts by publishers to get in on the local action aren’t likely to add up to much: to wit, 57 percent of all that local social-networking advertising is going to two sites, Facebook and MySpace. They are the only two sites generating more than $100 million from local ad placements.

SEE ALSO: Report: Social Net Ad Spend Slated For Rebound Next Year

—Borrell, which specializes in local online media research, says its starting to notice local ads being placed either through Google (NSDQ: GOOG) or Yahoo’s contextual placement program. But again, those ads are probably done through a third party and not by the advertiser directly, so it doesn’t necessarily mean that social nets can aim their sales forces at the local pet shop or plumber. Borrell’s report follows eMarketer’s fuller outlook for social net ad spending, which is expected to rebound next year after this year’s 3 percent decline, real movement of local ad dollars isn’t likely to move much this year either. As for local in general, Borrell recently reversed its pessimistic forecast  and now anticipates an 11 percent rise in the space this year, once again bucking wider trends.