50. Nathan Allebach, Allebach Communications

Nathan Allebach is the inspiration behind Steak Umm’s Twitter page, which went viral with a coronavirus misinformation rant in April.

“Steak-umm emerges as unlikely coronavirus misinformation watchdog.” That’s a Wall Street Journal headline Allebach Communications’ social media manager Nathan Allebach is responsible for.

As the guy behind Steak-umm’s Twitter page, Allebach has created the frozen beef brand’s ultra-bizarre voice on social, which ranges from funny to serious to a stream of consciousness. But Steak-umm’s Twitter page really caught the attention of the masses in April when it tweeted a nearly 400-word rant warning people about coronavirus misinformation.

It didn’t stop there; Allebach has continued Steak-umm’s education campaign on Twitter. Just the initial Twitter thread was liked 153,600 times and retweeted 29,000 times. This included engagement from high-profile users, including CNN’s Jake Tapper and broadcast personality (and vegan) Soledad O’Brien. In April alone, Steak-umm’s Twitter following more than doubled to 163,100 people.

Meanwhile, traffic to the Steak-umm site increased 463%. The press coverage was also intense; the campaign generated placements in not only the WSJ, but also The Washington Post, Fast Company, Forbes, Eater and Vox.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in