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

“As we began to watch the phenomena of the social networks, what we realized is that it’s really just still about community,” Music says. “It’s just a different kind of community. It’s building your select network of friends, acquaintances and family. Community building is really what we’ve done our
entire existence at the ACS. We communicate with communities that support the American Cancer Society. We really feel like social media is just the next evolution of community building.”