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’s also about being a resource for those in need. Today, American Cancer Society Island in Second Life offers respite and resources, featuring a two-tiered, four-story building overlooking a lake that has a media library where avatars can browse information resources on cancer facts and myths, and questions patients should ask their doctors; two amphitheaters and a smaller meeting space where nonprofits with related missions who can’t afford their own islands in Second Life can meet; and a memorial garden where family members and friends can add pictures of loved ones who have lost the battle with cancer. The island also includes Hope Haven, a place where cancer survivors and caregivers can meet to share stories, offer support and virtually walk hand in hand with newly diagnosed patients.