In a few weeks, the Sunburnt Calf Restaurant and Bar will turn one year old. To celebrate, they’re throwing a birthday party, and the first invitation were sent out via Facebook. In a matter of hours, the responses populated the event’s wall. We sat down with the creator of the event and social media, office, and reservations manager Matilda Boland to learn more about the social media activities of Moo Life Group, the restaurant brand behind three Australian eateries in New York City, including Sunburnt Calf on the Upper West Side in addition to the Sunburnt Cow and Bondi Road in the East Village.

You’ve been at Moo Life Group for two years now. What was the social media presence like when you started?

 “When I came on board, there were three individual Facebook accounts,” Matilda explained. “The accounts were stagnant, nothing was updated, and each one didn’t have a personality of its own.” Since taking over, Matilda gave each restaurant a stronger presence online, including signing up Moo Life Group for Twitter. She quickly began giving the restaurants a voice of their own. But, it was difficult to keep them updated individually and track all of the comments and likes in different locations. 

How did Moo Life Group begin using Postling? 

Matilda attended one of Postling’s community education forums, called Sidewalk Collective. It was there that she learned from the example of Butter Lane, an East Village bakery that’s extremely well known for their use of social media. At the same time, Matilda began looking into Postling as tool to manage all of Moo Life Group’s social media accounts. Ten months later, the relationship is still going strong, and the personalities of the restaurants have taken on a life of their own online. 

Today, how do you utilize social media to grow your restaurant business? 

“I update three times a day –breakfast, lunch, and  dinner times so that when people are thinking of where to go for food, such as happy hour or dinner, they will come check us out,” Matilda explained her approach.  She blasts menu updates, press mentions (including nods from Eater and Time Out), and photos from events. “It is not only a platform for us, but also one for appreciating our customers,” Matilda remarked, referencing the customers who stop by to reminisce about studying abroad or visiting Australia who they connect with or mention on social media outlets.

What is next for Moo Life Group’s social media strategy?

Moo Life Group gets to know its customers beyond what they order. Recently, a first time brunch customer reached out on Twitter after enjoying her experience. She just so happened to be an employee at online group buying start-up LivingSocial. “It is important for us to do something unique, not a typical deal,” Matilda explained about a potential partnership. We hear whispers that New Yorkers should be on the look out for a unique Australian tasting experience at Moo Life Group soon, compliments of our friends at LivingSocial. 

Julia Levy