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Clients often ask me what technologies and platforms they should invest in when it comes to open information exchange, socialization of business functions and internal and external communication.

This question is a good thing.

1) It means they are thinking about it. It means that they are trying to understand what is important now, and what will be important in the future. They are thinking about the economics of purchase, implementation, training and meaningful use.

2) It means that they are aware of trends and modern web history.There are peaks and valleys when it comes to networks, platforms and technology. MySpace and Friendster were all the rage, and now Facebook and Twitter are top-of-mind (though keep a heads up for MySpace as they begin to evolve).

My advice is always simple: Invest in behavior. All generations (not just those entering the work force) have a thirst for information. Twitter and Facebook are where interaction is taking place right now, but we are seeing status updates, posts and information becoming more independent from these platforms. I can publish an update to Twitter, Facebook, my blog, my Tumblr and LinkedIn in one submission. The behaviors of status reporting, commenting, micro updates and content sharing are not going away. Can anyone really anticipate which network will be hot or what technology will be ‘in’ ? My answer is no. However, what most in the industry can and will agree on is behaviors of updating and expectations of access to real-time information and domain experts is only just beginning.

So, invest in it. Figure out how to foster a culture of information exchange coupled with productivity. Find out how your people work best and how the behaviors described above can positively impact their workflow. Utilize current technologies and platforms, but concentrate on how information and publication/consumption behaviors can be analyzed and perpetuated for the good of your people and your clients.

The technologies will live and die, but the behavior will only become more core to how we all interact with the information economy that is the undercurrent of society.