I'm doing this at present and there is no special difficulty.
And things like package management, build tools, meta-programming, unicode handling and web frameworks are not as straight forward as in languages such as Ruby.
Erlang's module system means that a chunk of the raison d'etre behind language-specific package managers is already alleviated. The rest - dependency management and building, is handled quite well by tools like Rebar. One can also leave Rebar as a dependency tool strictly (which is its primary purpose anyway) and use whatever they like for a build system. Plain old Makefiles can work just fine, and it's not like most language-targeted build systems aren't some shiny variation of make, anyway.
Metaprogramming isn't quite as easy as in many OO languages, but it's hardly out of reach. The parser, the lexical scanner and other components are all exposed as Erlang modules, and there are projects such as the BossDB ORM that use parser transforms to provide features such as parameterized modules, which allow for using Rails-like ActiveRecord patterns, among other things.
Unicode handling? I think this might be a knock on Erlang's string handling. Strings are represented as iolists of Unicode points (integers) which goes with much of Erlang's philosophy in lists and tuples as being the prime data types. Space efficiency and real-world usage usually has strings passed as binaries, but most web frameworks and libs can handle them plainly nonetheless.
Web frameworks? Chicago Boss for a Rails-like, Nitrogen and N2O for real-time and extremely high load applications, or even just plugging in to web servers like Cowboy or Yaws can be enough for a RESTful backend.