“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.
