Darcy Paterson Blog Steak-umm’s Twitter proves real-talk elevates brands

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Steak-umm’s Twitter proves real-talk elevates brands

By on November 30th, 2020

If you’re like me you’ve probably never heard of Steak-umm’s before today. It’s a processed steak food product. You can buy it in places like Wal-Mart. Although I’ve never tried Steak-umm’s I have come to know it’s Twitter account. It’s unlike any other company-owned Twitter account. The reason being – it’s popular!

The man behind the Steak-umm’s Twitter account, Nathan Allebach (@nathanallebach) has cracked the code of turning an unfollowed and unliked Twitter account into something that people are interested in. His secret is simple. Talk like a real person. 

For most brands, the idea that you could engage in debate in a place like Twitter goes against every instinct and lesson taught in university media programs around the world. Most brands are terrified of the idea of having an opinion and do everything in their power to appear neutral. However, Steak-umm’s is different.

With not much to lose, Allebach took over the Twitter account with Steak-umm’s approval a few years ago. There’s a great interview with Allebach on What’s Left Podcast. He describes just how open they were to him trying things out with the account. Allebach’s very frank about how the freedom they gave him contributed to the rise in popularity of Steak-umm’s account. 

If you want to learn more about the Steak-umm’s story, you might want to check out Allebach’s medium account.


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