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

“When the FIC was created, many of the things we now take for granted, like Facebook, Second Life, mobile texting, search and blogs, were considered nonpractical,” Bennett says. “Today, our organization, like many others, has accepted and learned to use these new media. There is no longer a difference between tools of today and tomorrow. Hence, the FIC no longer exists.”