(Boston, MA) – The past week has brought two peculiar press releases from craft breweries about stepping up their game in social media (I didn’t publish either one). Not to mention, Craft Brewers Alliance hiring a blogger recently to handle Marketing Communications. Late last week, Boston Beer Company also revealed its getting more heavily into the social media game.
A handful of craft breweries are still behind when it comes to managing their web presence. Anchor Brewing comes to mind as the top example because it doesn’t have a Facebook account or a Twitter account. Pretty remarkable considering the company’s size and tenure…
And then there’s Boston Beer.
The maker of Samuel Adams has been managing a Facebook page for a while though it hasn’t yet joined the little sibling site yet…Twitter. While Dogfish Head, New Belgium and others have established fan bases of tens of thousands of users on Twitter, Boston Beer will be starting from square one when it eventually joins the site. Long gone are Boston Beer’s most likely Twitter handles…@bostonbeer, @bostonbeerco, @samueladams, @samueladamsbeer, @samuel_adams, etc… The company may blame guidance around advertising alcohol on a digital platform that is used by minors but that guidance hasn’t stopped what seems like 95% of the other breweries in the U.S. from joining the site.
And Twitter is just a small piece of the puzzle.
The company recently created a position called, “Director, Digital Strategy & Online Communication,” that it filled internally, and is now hiring a social media specialist. Some of the new tasks:
- Monitor/listen to online conversations within the social web about Samuel Adams and competition while reporting key insights and recommendations. [ed. note: being open about spying on other craft brewers, eh?]
- Manage Samuel Adams’ day-to-day activities on Facebook, Twitter, YouTube and other social channels, to connect with customers, generate content and drive positive brand sentiment.
- Manage Samuel Adams blog
- Own relationships with beer blogs. Communicate company offerings and create engagement opportunities [ed. note: I think that means free beer and good reviews].