In a recent post I wrote about how I was blown away by a recent Cisco study that projected that in about 3-4 years there will be over 500 thousand years worth of video content delivered over the web each month.

I just came across another statistic published by the Washington Post citing ComScore, a Reston, VA based firm that measures internet traffic. The total web traffic is running at about 860 million unique visitors each month. In August, ComScore reported that over 65% of that traffic was social networking users. That caught my attention.

On a day-to-day basis, it can seem like little changes on the Internet. When you're confronted with statistics like this, however, it's easy to see that fundamental shifts are in the works. Firms that figure out how to leverage this change to accelerate marketing, aid recruiting, or work with clients are going to have a competitive advantage.