Caterpillar Brings Social Media to Blue-Collar Business

When you hear the word caterpillar, what comes to mind? Bugs eating the plants in your garden? Mud-caked yellow vehicles carrying millions of cubic tons of dirt to the ends of the earth? How about social media?

In an industry not known for cutting edge connectivity, Caterpillar, a conservative firm with blue-collar roots stemming from its Peoria, Illinois headquarters, was recognized by U.S. News as one of America’s Most Connected Companies, not only because it incorporates social media as an extension of its marketing strategy, but because it has begun to use it to include customer preferences in the design of its trucks.

“Caterpillar considers social media to be a public demonstration of its customer-business relationship,” says Casey Murphy, Caterpillar’s social media strategist. “We recognize that the interaction and support Caterpillar and the Cat dealers provide to our customers is a premium experience…. Read more

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