COVID-19 has forced many businesses to adjust their communication strategies to fit a new reality. One surprising example of this strategy adjustment came from the company Steak-umm, maker of frozen sliced beef. Instead of finding new ways to promote its products, the company shifted its focus to the public’s urgent needs, breaking down possible approaches to navigating information flow during the pandemic. This resulted in overwhelming praise on social and news media, including almost 60,000 new Twitter followers within a week. Drawing on expectancy violation theory, this case study examines Steak-umm’s strategy, the content of social media responses, and why the approach was successful.

中文翻译：

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针对 COVID-19 错误信息的冷冻肉：对 Steak-Umm 和积极预期违规的分析

COVID-19 迫使许多企业调整其沟通策略以适应新的现实。这种战略调整的一个令人惊讶的例子来自冷冻切片牛肉制造商 Steak-umm 公司。该公司没有寻找新的方式来推广其产品，而是将重点转移到公众的迫切需求上，分解了在大流行期间导航信息流的可能方法。这在社交媒体和新闻媒体上获得了压倒性的赞誉，一周内就有近 60,000 名新 Twitter 粉丝。本案例研究借鉴了预期违反理论，研究了 Steak-umm 的策略、社交媒体响应的内容以及该方法成功的原因。