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

Behind the scenes
ACS has a number of people across various departments who work on its social-media efforts — staff members and volunteers who like to be in social networks who have taken on additional responsibilities to their jobs to keep up the organization’s presence on them. But Music says that as the birthdays campaign continues to grow, the organization likely will have to beef up support and staffing for it.