Today, The Annex Sociology Podcast meets the person behind the Twitter account of Steak Umm, a commercial meat product. Nathan Allebach is a social media marketer at Allebach Communications. He used sociology and social scientific theory and research to push Steak Umm’s Twitter following to six-figure audiences. We discuss how this happened, and see whether his foray into sociology offers us sociologists insights into how we can communicate with the public. Hosts Joseph Cohen (Queens College), Daniel Morrison (Abilene Christian University), and Sarah Patterson (University of Michigan).