"I stopped the conversation and noted that search isn't what it used to be and pointed out that many websites get more traffic from social than search."
I've seen this too. Facebook and Twitter are becoming huge sources of traffic for the Ben's Friends Patient Support Groups. When we first started, we just focused on Google and that was all that mattered. Over the last couple of years, Social has come to account for about 25% of our traffic, but that is growing rapidly. Last year at this time, it was probably 10%.