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

“Beginning in 2002, we’ve brought the leadership of the American Cancer Society along very well in realizing that the customer is going to drive the decision making when it comes to marketing … and they’ve never been shy about the new avenues, particularly as we explain to them this is where
the new world order is, and this is where people really are gathering,” Music adds. “So it’s been a relatively easy sell.”