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

Reading about Obama’s successes online taught ACS the need to get in the game early; not to expect perfection the first time out (but to be iterative and improve as you go along); and to put information out there that is easy to understand, easy to find and forwardable.

Music puts extra emphasis on the last item: “The important thing here in this phenomenon is to make sure that people can forward whatever you send to them on to their networks and engage people in that broader band of supporters and information seekers.”