Caterpillar on Facebook

Caterpillar’s tone of voice successfully engages the brand’s B2B audience on Facebook, says Hannah Rainford, SEO and social analyst at Jellyfish.

Page: facebook.com/caterpillar

Number of likes: 109*

Talking about this: 2254*Introduction

Caterpillar is a global manufacturer of construction and mining equipment, including natural gas engines, industrial gas turbines and diesel-electric locomotives. It also provides financial, remanufacturing and logistics services.

Direction

Caterpillar’s Facebook page sets a good example for any B2B company on how to get social media right. It’s not talking directly to its client-base; it has looked at the bigger picture within the construction and engineering industry and made sure it appeals to a larger audience. This gives it a bigger reach, allowing it to expand its network and reach potential clients, therefore driving business referrals.

The content used on the page varies as well, to keep every user entertained. You’ll find updates on the latest projects it is working on, information on its charity and community projects, as well as links to positive media mentions. Publishing content to social media spaces is a great way for B2B businesses to accelerate information sharing. Caterpillar focuses on links to information within its own website, and others, to provide a snapshot of the company and what its fans are interested in. It provides a blend of educational, supportive, entertaining and unique posts.

Facebook’s Timeline layout offers businesses the opportunity to tell their story through time, which works perfectly alongside Caterpillar’s history. The brand has taken the time to go back over old news, acquisitions and pictures to give its fan base a unique way to delve into the company’s history. Every logo that has represented the company is featured, as well as changes to CEO and company acquisitions. The brand has broken up the boring bits with pictures of yesteryear to demonstrate to the viewer how much heritage the company has, proving its credibility and worth.

The next steps for Caterpillar would be to expand its views and apps section. It currently has a ‘Welcome’ tab but it’s missing the opportunity to have further information here, possibly an entertaining app.

Engagement

Social media is about being social, and Caterpillar knows this. The company likes to engage with those commenting on its posts by answering questions or providing extra information. Engaging with those already willing to like your brand can lead to greater advocacy and help strengthen weaker ties.

The social media team at Caterpillar uses a variety of different types of Facebook updates to ensure that as many people see these as possible. Photo-loving fans will be thrilled with recent images from projects, including footage depicting how Caterpillar vehicles helped with the filming of the latest James Bond movie ‘Skyfall’. Those who prefer to look at text-based content will be interested in links to articles from the Caterpillar website – great for social sharing and driving traffic to its website.

Caterpillar has managed to get the tone of voice just right; professional yet jargon-free.

As a B2B business, it’s important to remember you are more than likely talking directly to your clients or potential clients. Keep all content professional but light-hearted; remember, it’s likely those who see your posts may be seeing them outside of working hours.

Overall rating: 8/10

Caterpillar facebook review

1: Caterpillar has made full use of Facebook’s Timeline feature, allowing the company to showcase its rich heritage with a combination of text and imagery.

2: The brand mixes corporate content with more entertaining stories to keep the page professional, yet light-hearted.

3: Caterpillar uses a variety of Facebook updates, such as text, photo and video, to depict its content allowing it to appeal to a maximum number of fans.

4: It’s worked out the correct tone of voice to suit the brand – professional yet jargon-free – to appeal to a wider majority of Facebook fans.

 

 

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