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

ACS has discovered it’s best to think of social networks as a means to an end versus an end in and of themselves. Social networks, like traditional media, can be leveraged to reach certain audiences to accomplish broader strategic goals. For example, ACS uses Facebook applications to encourage support of Relay For Life, which has been particularly effective in the college market.