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

“The thing about social networks, the thing that you love and you hate, is the fact that it’s really viral and it really is about user-generated content,” Music says. “So you can’t control what other people are going to say or the kind of information that they’re going to drop in. But we do try to manage what we put out there from a corporate perspective.