I spoke with Matthew Greeley, CEO of Brightidea.com, recently and came away impressed with its approach to delivering real value with Web 2.0 sizzle. It just released WebStorm 5.0, which uses social networking elements to capture information that companies can use to drive innovation.You could think of it as a Facebook-like application with just the right amount of administrative flexibility to keep the IT guys happy.

A marquee client for BrightIdea.com is Cisco, which uses the platform to create custom portals that spark collaboration with customers, employees, or partners. According to Greeley, Cisco has seen impressive results using the platform, generating more than 700 ideas from almost 1,500 members in 100 countries. Try to do that with some Web-based surveys and polling widgets.

Greeley told InformationWeek that many companies lack business focus when deploying a social computing strategy.

"Deploying generic social networks without a specific business objective is like putting up playgrounds at the office; it may be fun for a while, but don't expect it to improve the bottom line," said Greeley.

What I really like about Brightidea is how it has honed in on a particular business driver. By looking at how a company can manage innovation, Brightidea takes the best-of-breed approach instead of trying to be all things to all people. Greeley says once it perfects that piece, it can move on, driving deeper into the enterprise and affecting other more traditional areas of collaboration.

That focus should certainly give WebStorm 5.0 a leg up in the battles to provide social computing infrastructure to large corporations over the next few years.

Companies are finally realizing the more you can apply the fundamentals of Web 2.0 to specific business objectives, the better the chance at ROI.