Allebach Steak-Umm Tweets Bend Twitter to Its Will

When Allebach Communications, Souderton, PA, got the go-ahead in August 2017 to begin managing client Steak-Umm’s Twitter account, the agency gained traction fairly quickly thanks to some exchanges with celebrities (to you, William Shatner) and the Twitter group “twinja.” But it wasn’t until they requested “official” verification from Twitter—and started posting about Twitter not responding—that the feed went viral. By November their impressions skyrocketed to 2.02 million, with close to 8,000 mentions and a nice collection of media stories. Allebach’s @steak-umm told Adweek that their brand voice is “wholesome, existential, belligerent, nonchalant, weird or motivational,” and “starting fun twitter beefs.” “We’re living proof that beef can be sentient,” quipped @steak-umm. This month, they declared victory—Twitter finally gave them verification. Steak-Umm bless…