WHAT AMGEN TEACHES ABOUT SOCIAL MEDIA

by Hank Trisler

I've been watching the Tour of California bicycle race this past week and couldn't help but notice that one of the primary sponsors is a company named Amgen. I went to their web site and found that they make and sell medicines, primarily medicines to treat cancer. I further notice that this Tour of California marks the return to professional cycling of Lance Armstrong, one of the world's most famous cancer survivors.

A coincidence? I think not.

When you listen to the television broadcasts, they frequently talk about the fight against cancer and team efforts and such like that. "Stand Up to Cancer" is a charity they support and endlessly tout. The words "cancer" and "diabetes" are continuously wound through the conversation like a recurring thread.

They NEVER talk about their product. They never say, "If you take this stuff, you'll vastly improve your chances of seeing next Christmas." They quote no statistics on survival, refer to web sites and studies, or parade medical luminaries to support their cause. They simply constantly say that cancer and diabetes are bad and they are against them.

And Lance. Does he say, "I beat cancer with Amgen Nuttoslop?" Not on your tintype. To my knowledge, he has never mentioned Amgen, nor does he discuss his cancer unless heavily prodded. But his very presence, his excellence is a mute testimony to his successful fight against the disease.

Amgen and Lance are providing value by doing what they do best and letting the chips fall where they may. They don't back you in a corner and badger you, or make claims, extravagant or otherwise.

Isn't that the way Social Media should be practiced? You're present. You're visible. Anyone who is interested can find out what you sell and how you sell it. If they want more information, they can certainly ask for it. But you don't pitch, badger, make outrageous claims or incredible allegations about your product or service. You're good and people are drawn to you because you exude energy based on true confidence. If you're really good, you don't need to spend all your time telling people about it. The best salespeople never do.