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Thinking of social media, Facebook and Twitter are always the two products immediately come to our mind. StumbleUpon (SU), a social bookmarking site that let users browse and discover new websites by clicking a button, is yet another Web-based community that has gained a significant user base in a surprisingly short time. Check it out!

StumbleUpon is about personalized content discovery and assisting navigation. Basically, it is a browser plug-in which allows easy submission and voting on websites. Users can click the "Thumbs up" icon to "stumble" a webpage. Once a link has been submitted, it can circulate in the SU community in a viral way.

Currently having 10.8 million users, StumbleUpon is second only to Facebook among social media traffic drivers, according to a Web analytic company. Advertisers can include their page in the StumbleUpon network, set up demographic parameters and view statistics. Though we find its traffic numbers impressing, is the quality of traffic typically as good as what Pay Per Click advertising offers in terms of advertising?