Worcester Business Journal

wbjournal.com | February 19, 2018 | Worcester Business Journal 13 We're happy to welcome back Patrick Royce to our team. For over 16 years, he has served a variety of customers in different industries, developing an expansive network of contacts and referrals. As our Business Lending Officer, he brings this wealth of experience to helping our customers find the right financing solution for their needs. PATRICK IS BACK IN BUSINESS. AND READY TO HELP YOURS. MEET PATRICK ROYCE, BUSINESS LENDING OFFICER. Webster • Dudley • Oxford • Auburn • Worcester • Shrewsbury NMLS #523049 Learn more about Patrick at web5.com/patrick. KHJ24122_WEB-453 Patrick Royce Intro Ad_MECH.indd 1 1/25/18 9:53 AM M A R K E T I N G & S O C I A L M E D I A F O C U S multiple daily updates about what beers it is selling that day, how long the line to purchase beer is (it can grow to sev- eral hours) and what customers are say- ing about the company. Perhaps most famously, the brewery retweets photos of its colorful cans in far away places, a testament to the brewery's reach. Because the brewery sells its prod- ucts only at the Charlton site, these updates help manage the daily logistics of servicing customers while helping to create the cult following where custom- ers will drive several hours to buy the various beers, two of which – Good Morning and King Julius – are ranked in the top 10 tasting in the world by Boston-based ratings website BeerAdvocate. The deadhorse vibe Worcester restaurant deadhorse hill makes an effort to capture its human element, posting not only images of appetizing dishes, but of the eatery's workers and customers. "The thing that's really important to us is not just letting people know what's going on with our food, but helping the guest get the feel for the type of envi- ronment we have here," said Julie Auger, deadhorse general manager. The restaurant has more than 3,100 followers on Instagram and 2,800 likes on Facebook, relying on its employees' personalities to connect to current and potential customers. "Chimney hill ducks getting dat date glaze," reads a Dec. 30 Instagram post of an employee preparing ducks from Chimney Hill Farm in Petersham. "We're here to heat up your life, and we bottled our hot sauce. On sale for you, your family and friends," reads another from Nov. 30 of a team mem- ber holding probably too many bottles of the restaurant's hot sauce. With new products every day, businesses like Tree House Brewing (left) and The Queen's Cups (above) rely on Twitter and Facebook to announce new products, like these colorful cupcakes. Tree House Brewing Co., Charlton 102,000 53,643 69,200 Boston Scientific Corp., Marlborough 0 26,836 19,100 Jack's Abby Craft Lagers, Framingham 24,500 21,722 23,700 Wormtown Brewery, Worcester 14,100 15,959 12,000 Crompton Collective, Worcester 19,700 18,913 1,900 Seed To Stem, Worcester 23,200 7,668 282 The Queen's Cups, Worcester 16,200 13,616 445 Medusa Brewing Co., Hudson 6,097 16,993 3,720 Birch Tree Bread Co., Worcester 10,200 11,389 0 Rail Trail Flatbread Co., Hudson 2054 8,955 1,528 deadhorse hill, Worcester 3,175 2,842 490 Lettuce Be Local, Sterling 2,903 2,523 571 Central Mass. business' social communities Instagram Facebook Twitter Central Mass. businesses with large social followings can come from across the board or via certain platforms. Sources: Twitter, Facebook, Instagram It's also the restaurant's habit to shout out to its local vendors, like Chimney Hill. It's a much more lax approach to marketing, throwing out slogans or song lyrics Auger hears from her younger staff. However, only the best photos and videos make the cut, evidenced by the dozens of outtakes stored on Auger's phone. "I should probably post more about the food than trying to capture these moments that happen here, but it's something that's important to our operations," she said. W

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