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 organization is holding its virtual Relay For Life again this month in this, its 25th season of the event. Holding the event in Second Life allows those who might not be able to attend the actual event in their towns to take part, as well as those from other countries.

“We’ve got lots of avatars from around the world,” Music says. “That’s the other great thing about Second Life for us. We have over 13 different countries represented in the Second Life events. So it’s really been one of our best efforts on international relationships.”