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

“The American Cancer Society brand has always certainly been strong consistently over the last 10 years,” says Terry Music, chief mission delivery officer with the American Cancer Society. “As we do our surveys, we know that we have huge brand recognition, somewhere around the 98 percent mark. So we’re saturated pretty much as far as people recognizing the American Cancer Society name. But what we realized is that even though they recognize that and they can name us, they really don’t know what we do.”