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

But, ultimately, the key is leveraging the myriad social media tools in conjunction with traditional media to deliver an integrated experience whereby the organization is able to educate and convey important mission messaging, while allowing new and existing audiences the ability to participate, engage and get involved in ways that are comfortable to them.