“Sixteen months ago we received the same number of monthly referrals from search as social. Now 40% of traffic comes from social media,” Scott Havens, senior vice president of finance and digital operations at The Atlantic Media Company, said in a phone conversation ahead of his on-stage interview at our Mashable Connect conference in Orlando, Fla. last weekend. “Truly [our writers] are not really thinking about SEO anymore. Now it’s about how we can spin a story so that it goes viral.”