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

At the time of this writing, ACS had a following of more than 8,300 on Twitter; a fan base of 162,627 on its primary Facebook page; a fan base of 19,440 on its Relay For Life Facebook page; 206,831 members on its Fight Cancer: Support the American Cancer Society Facebook Causes page; 3,300 members in three LinkedIn groups; and 125 teams (up from 80 in 2008) for this year’s virtual Relay For Life in Second Life.