An analysis of traffic sources to the U.K.'s Guardian newspaper in February 2012 showed that Facebook delivered more readers than search engines. Specifically, the study showed that Facebook drove more traffic than Google. That is a big change. Just 18 months ago, search represented 40 percent of the Guardian’s traffic and social represented just two percent. Just six months ago, those percentages still had not changed much. In February, all that appeared to change, in some ways validating the notion that social networks have become alternative ways users discover content.

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