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

“We most likely will develop a complete social-networking team to help us stay on top of everything, because it does take a lot of effort,” she says. “You have to constantly be monitoring in addition to dropping the information into the network, so I’m sure you will see us doing a bit of adjusting as far as our staffing structure is concerned.”