Infinity Ward keeps adding more and more ways for players to try and better interact with each other (and sell the COD Elite service ;-p)
Quoted from Youtube:
Infinity Ward and Sledgehammer Games are joined by Beachhead Studio in this behind-the-scenes multiplayer video for Call of Duty: Modern Warfare 3. Learn how MW3 enables you to easily connect with your Facebook friends while you’re playing, without having to leave your console. ELITE enhances your social experience by providing free tools that help you form, join, and organize clans. In addition to competing with your friends and leveling up your clan, ELITE provides you with tools to improve your skills and opportunities to compete for real world prizing.
Check out the you tube vid below: