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

“You can’t find a more contained community than the social networks to say, ‘Hey, we’re here and we will be here for you when you need us, and we’d like to encourage you to come along with us at the beginning before you need us and make the right choices in your lifestyle,’” Music says. “So the social networks are the strongest strategy that we have had in some time in terms of finding new audiences and new supporters for the American Cancer Society.” FS