A pioneer in social networking, the American Cancer Society realizes that Web 2.0 tools are just high-tech ways to continue what it's been doing for a hundred years — building and interacting with a community of constituents united against cancer.

By Abny Santicola

“It permeated the entire organization,” Erwin says. “As [a result], we are now prepared to deal with innovation differently and more broadly as an enterprise.”

The organization is so prepared to deal with innovation as an enterprise that the FIC was phased out last year. Scott Bennett, national vice president of marketing for ACS, says the FIC helped guide the organization through the social networking/Web 2.0 learning curve that a lot of organizations are still struggling through.