social media, social networks, stumbleuponStumbleUpon today laid off 35 of its staffers, reducing its total headcount by more than 30 percent, the company said.

The move came as part of a larger effort to “become more streamlined [and] focused,” according to spokesman Mike Mayzel.

The San Francisco-based Web 2.0 superstar was hit hard by the rise of Facebook. Its referrals, already a shadow of what they once were, fell by more than half in 2012, as Pinterest grew in influence.

In late 2012, StumbleUpon debuted a redesign that many said emulated its latest competitor.

Still, the company says it has more tricks up its sleeve.

“As a result of these changes, the company will be profitable and will operate more quickly and efficiently and experiment more aggressively,” Mayzel said in an email.