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

At ACS, the issue was less about leadership buy-in and more about helping people understand the utility and value of the various tools, then helping them get comfortable with the idea that Web 2.0 is interactive and that content often is generated or augmented by users (constituents) versus providers (ACS).