The Obama campaign used National Field in 2008 to bring together and share all of the data around its outreach efforts--all of its calls, contacts, and meetings were tracked every day using the social enterprise platform, which bares a striking resemblance to Facebook. In fact, one of Facebook's founders is on National Field's board, said Edward Saatchi, CEO and co-founder of National Field.

But this isn't just your normal Yammer or Jive, Saatchi said during our interview and product demo on InformationWeek's Valley View live Web TV program (you can register to watch our February 16 episode, and keep abreast of our show lineup). Instead, National Field isn't about finding and friending and following other employees, but about tracking everything every employee does, measuring those, and creating key performance indicators around them, all of which get shared in the enterprise social feeds--these feeds are provided to others based on role, group within an organization, hierarchy, and projects.

For more, including a short demo of the product, watch the video embedded below. The National Field demo on its site provides an even more complete picture.

Social media are generating tons of data, but that data only becomes truly valuable when examined in context. Attend the virtual Enterprise 2.0 event Social Analytics: The Bridge To Business Value, and learn how social analytics will provide the bridge to unlocking business value. It happens Feb. 16.

Fritz Nelson is the editorial director for InformationWeek and the Executive Producer of TechWebTV.