Social Bites: Nathan Allebach (Steak-umm)

What’s your name?

Nathan Allebach

What major social media account do you manage?


What is the best thing about managing this account?

Freedom to be myself

What is the HARDEST thing about managing this account?

Deranged people online harassing me and navigating complex topics

How do you think up your posts?

Just by doing the work. Reading, watching youtube videos, thinking, walking, talking with friends, standing in the shower, sitting on the toilet for too long. All the good stuff

Is there a long approval process for social content or are you trusted to pretty much do your own thing?


What have some of your most popular posts been, and why do you think they struck such a chord?

Lengthy threads commenting on the state of the world. They worked because they rang true/insightful, which was absurdly juxtaposed with them coming from a frozen meat brand

What have some of your favorite posts been, even if they aren’t necessarily the ones that went “viral”?

Weird and obscure inside jokes. Also beefing with Neil deGrasse Tyson

Has a post ever landed you in hot water? (Tell us ALL the juicy details!)

Nothing notable, just some negative feedback here and there after we ran the guardrails a bit

What do you wish you knew before you started managing this account that might have made things easier at the beginning?

No matter how hard you try to separate your personal identity from the brand identity, the lines will inevitably blur

What’s your advice for someone starting out in social?

Find a good therapist. Figure out how far you can stretch yourself then reel it back to a healthy balance. Follow the top creators for inspo but don’t just do what everyone else is doing. Spend time building relationships in the community, both personally and through the brand. Learn how to explain and justify the work you’re doing to management. If you can’t establish yourself as an authoritative voice in the social media space you’ll never get the respect or pay that you want

What’s your advice for brand managers to get the best out of their social media managers?

Give them the freedom and resources they need to reach their potential