Yes, we are doing targeted outreach in specific communities, some of which involve partnerships with local publishers (PopCity Media, UIX Detroit, to name a couple).

On your second point, emily asked a similar question above--I responded to it there. But in answer to your specific question, I think agencies are finally waking up to the possibilities of social media tools. It's crazy to me that it's taken them so long, but there's a lot of the old-dog-new-tricks stuff going on there.