Facebook has once again overtaken Google as the top referral source for some large publishers such as Fox News, Condé Naste, and Mashable. Regardless of who is in the lead, this shows how important social has become as a news source.
When asked if this trend is sustainable, Parse.ly’s algorithms lead, Martin Laprise said:
The trend does seem to indicate that Facebook isn’t done growing yet. One thing that is easily overlooked in this graph is that Google’s share of referral traffic didn’t decrease significantly when Facebook referral traffic overtook it. This suggests that Facebook is “stealing” referral traffic from other sources (long tail).
Source: Marketing Land