In one embodiment, program code is added to a social network's web pages or site such that the content a first user accesses is locally stored at the first user's system. When another user, who is a friend of the first user, as defined by the social networking site, browses to that same content, the program code fetches it from the first user, instead of directly from the social networking site. The content is thus directly exchanged between the users without a transaction at the website. The present invention leverages the storage and bandwidth resources of social networking users to help serve content.