When consumers go looking for information about local businesses, 12.4% of them turn first to Facebook, according to a Yext study. Half of respondents say they turn to Google first, but analysts say the survey is a promising sign for the social network. "Facebook is hypothetically in a position to challenge Google. ... I don't see the company challenging in general Web search, but in local and in certain other categories it could become a challenger," says Greg Sterling of Opus Research.