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Caterpillar Using Social Media To Get Design Insights From Dealers And Customers

Caterpillar is bringing social media to blue-collar business and is tapping dealers and customers for design insights, according to U.S. News and World Report, which goes on to say:
"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. ..."
Read the full article at:  Caterpillar Brings Social Media to Blue-Collar Business - US News and World Report

Do you know of other companies like Caterpillar that are blazing the trail in bringing social media to  the blue-collar side of business?  If so, what do you see as the pros and cons so far of their use of social media in this manner and how effective (or not) do you think it has been?

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