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

“When we started monitoring it we realized, as is true often, the user-generated content was misleading, and it wasn’t really the decisions that we were making,” Music says. “So we immediately jumped in and started talking to people and adding our own information into the Twitter community so that people would not get the wrong information about the events that we were doing out on the ground.”