Archive for February, 2021

This Week in Cars: a Ford Raptor, a Raptor R, and the Cadillac Blackwings – Car and Driver

If negotiations between Apple and Hyundai-Kia bear fruit, there could be an autonomous Apple-designed, Kia-assembled car (or maybe more of a pod) on the roads in 2024. The two sides have been flirting since early January and are reportedly closing in on an agreement. If they manage to make a deal it'll represent the culmination of a five-year effort by thousands of Apple employees to get into the mobility game.

Michael SimariCar and Driver

It was a wonderful week for reveals, starting off with the long-awaited launches of Cadillac's CT5-V and CT4-V Blackwing sedans. The former will have a 668-hp V-8, the latter a 472-hp twin-turbo V-6, and both will be available with six-speed manual transmissions. It's as if Cadillac made them just for us.

Ford unveiled the latest iteration of the F-150 Raptor in all its dune-crushing glory. The company also confirmed what we already suspected: they will build a Ram TRX-fighting F-150 Raptor R. Ford hasn't yet confirmed much other than the truck's existence, but count on it to have more than 700 horsepower. We'll find out for sure when the R goes on sale next year.

Nissan showed off the next generation its compact pickup, the Frontier, marking the truck's first redesign in 16 years. It's not a full overhaul (the truck retains the previous generation's frame, and the powertrain was new in the 2020 model) but the this Frontier is recognizably a product of the 21st century, and that's a step in the right direction.

Tesla is recalling 135,000 Model S and Model X vehicles to replace the cars' infotainment system media control unit (MCU) with a longer-lasting part. Tesla initially resisted recalling the cars over the problem, which can render the large infotainment display unusable and leave drivers with no way to control the external turn signals, the front or rear defrosting mechanisms (or any part of the climate control system), and no way to view the display for the rearview camera. Before finally agreeing to the recall, Tesla said the issue was not a safety concern and that that drivers of affected cars should avoid dangerous situations by "performing a shoulder check" when backing up, "taking care" when making turns, and clearing their windows of snow before driving. All good pieces of advice, but not quite what you want to hear from the company that sold you the $100,000 car.

Electric vehicles might finally find the sales foothold to match their media buzz, at least in Europe. More than a million plug-in hybrids or EVs were sold in the EU in 2020, making up 10 percent of all vehicle sales in the region and representing an increase of more than 600,000 compared to 2019. Sales of non-plug-in hybrids accounted for another 1.2 million sales.

Meanwhile, Ford announced that it will more than double its investments in electric and autonomous technology, vowing not to be left behind if the market shifts quickly towards EVs. Volvo's early decision to focus on electrified vehicles has already paid offa third of the brand's EU sales were of EV and plug-in models in 2020.

Marc UrbanoCar and Driver

It's Lightning Lap week at Car and Driver, which means that you can lose hours of your weekend perusing the results of our annual performance fest at Virginia International Raceway. Click here to read the stories, listen to the exhaust notes, and compare this year's cars to those of the past.

Don't be fooled by the fact that we haven't mentioned it until now: the great semiconductor shortage is ongoing. Ford, General Motors, and Mazda have announced new production cuts, and IHS Markit says we'll be dealing with the problem through the third quarter of this year.

If you, like us, are locked in a wintery hellscape and half expecting the topiary to come to life, take some time to dream about spending sunny days in one of these luxury campers.

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This Week in Cars: a Ford Raptor, a Raptor R, and the Cadillac Blackwings - Car and Driver

Federal Deficit to Hit $2.3 Trillion in 2021, Budget Office Says – The New York Times

Heres what you need to know:Several federal trust funds, including those for Social Security and for the nations highways, are expected to remain solvent for years longer than projected in September.Credit...Lucy Nicholson/Reuters

The federal budget deficit is on course to reach $2.3 trillion for the 2021 fiscal year even if Congress does not pass another economic rescue bill, an amount slightly lower than the $3 trillion level it topped last year but still the second-highest deficit since World War II, the Congressional Budget Office said in new forecasts released Thursday.

Yet the updated projections show an improving fiscal picture for the government than what the budget office forecast last fall. The budget office now sees the U.S. economy recovering faster than it previously expected, buoyed by stimulus and the ability of American businesses to adapt to the pandemic.

The 2021 deficit projection has grown compared to the offices September forecasts, largely as a result of a $900 billion economic aid bill Congress passed in December. But projected deficits for the ensuing several years have shrunk by even more as a result of faster-than-expected economic growth, which is projected to increase tax and other federal revenue.

Those projections are likely to fuel efforts by President Biden and congressional Democrats to speed passage of a $1.9 trillion aid package, which includes money to fight the coronavirus and help for struggling households and businesses. Republicans have objected to the size of the package, saying it is not necessary to spend that much at this point in the recovery and that it will further bloat the federal deficit. But Democrats, who are preparing to pass as much of the package as they can without Republican support, are likely to point to the C.B.O.s forecasts as justification for approving more aid.

Still, the report highlights just how much money the United States is borrowing to finance all its spending. The budget office now expects the total amount of federal debt to reach 105 percent of the size of the nations economy by 2030, down slightly from its September forecast of 109 percent. The total debt grew to larger than the size of the nations economic output last year as a result of the pandemic recession and trillions of dollars in federal spending to combat it.

Officials at the budget office said that another set of reports to released on Thursday afternoon would show that several federal trust funds, including those for Social Security and for the nations highways, were now expected to remain solvent for years longer than the office projected in September.

The report also now forecasts that the deficit will dip briefly below $1 trillion in the 2023 and 2024 fiscal years, before rising again in the second half of the decade. From 2021 through 2031, the deficit is forecast to average $1.2 trillion per year.

Disney on Thursday reported a 98 percent decline in quarterly income, the result of steep losses at its coronavirus-devastated theme park division. But the companys fledgling Disney+ streaming service is now closing in on 100 million subscribers worldwide, enough to easily convince investors that Mickey Mouse is well positioned for the future, despite the continuing pandemic.

Over all, Disney pulled off a slim $29 million in profit, or 2 cents a share, down from $2.13 billion in the same period a year ago. The companys vast theme park business was the most troubled, with more than $2 billion in operating losses in the companys first fiscal quarter, which ended Jan. 2. That was the result of major properties that remain closed, like Disneyland in California, and a dramatic decline in attendance at the flagship Walt Disney World in Florida, which is capping daily attendance at 35 percent of capacity as a coronavirus safety measure. Other Disney divisions moviemaking, the ESPN cable network mostly had results where the negatives (the cancellation of movies) were offset by positives (sharply reduced film marketing costs).

Revenue totaled $16.2 billion, a 22 percent decline.

Wall Street had expected per-share losses of 41 cents and revenue of $15.93 billion.

From a stock market standpoint, Disney has had a year of extremes. In March, when the company first closed theme parks, postponed movies and, for a time, operated its sports cable network without any major live sports to broadcast, shares declined 38 percent. But investors have been remarkably forgiving since then, even as Disney reported quarter after quarter of doomsday financial results. Disney shares closed at $190.91 on Thursday on the New York Stock Exchange, by far an all-time nominal high. Even some senior Disney executives have been slack-jawed by the surge the best of times, the worst of times.

Analysts say investors are overlooking near-term losses and focusing on the potential of Disney+, which now has 95 million subscribers worldwide, the company said. It had only about 30 million subscribers a year ago (and did not exist a year and three months ago). Increasingly, streaming is looking like a two-company game, at least at the top, between Disney and Netflix, which had a long head start. Disney+ has benefited from the pandemic, stepping in to sell a monthly subscription to homebound families. But the upstart service also found a megawatt hit, The Mandelorian, straight out of the gate. A plethora of original television series and movies are headed to Disney+ this year.

Even so, there is one not-so-minor asterisk on the heady subscriber numbers: Average monthly revenue per paid Disney+ subscriber declined 28 percent, to $4.03. That is because Disney+ has signed up millions of subscribers in India by offering them an almost-giveaway price.

Wanted: Health care workers, delivery drivers and technology professionals.

Even as the job market struggles to find a footing, employers are putting out the welcome mat in certain fields, according to economists from two of the countrys biggest online job sites, ZipRecruiter and Indeed.

There are clear differences between different industries, said Julia Pollak, a labor economist at ZipRecruiter.

Besides the strength in industries that benefit from the stay-at-home trend, like warehousing and deliveries, hiring in tech and professional and business services has been showing signs of life recently.

Businesses are looking to the future and are somewhat optimistic, Ms. Pollak said.

AnnElizabeth Konkel, economist at Indeed Hiring Lab, added that demand for pharmacists is up 23 percent from a year ago while openings for drivers have jumped 18 percent. It all ties directly back to the pandemic, Ms. Konkel said.

Nevertheless, there have been important regional differences in hiring. In cities where many people are working remotely, like Washington, Seattle, Boston and San Francisco, there have been fewer postings in some fields than in places where more workers are back in the office.

People arent popping into their local coffee shop on their way to work or stopping into a store to pick something up when they work at home, Ms. Konkel said, and that affects hiring.

Openings at restaurants are down from a year ago, she added, as are positions in arts and entertainment as well as hospitality and tourism.

At ZipRecruiter, the energy industry has shown an increase in job postings after steep losses when the pandemic struck. Manufacturing, too, has recorded more openings lately.

Some of the losers are finally coming backing a bit, Ms. Pollak said. But so many industries cant possibly resume while the pandemic is going on.

Bloomberg News, the giant financial news company founded by the billionaire Michael R. Bloomberg, will lay off dozens of employees as it restructures its newsroom.

Bloombergs editor in chief, John Micklethwait, announced the changes in a memo sent to staff on Thursday, saying that the newsroom had lost stories because we moved too slowly and needed to have more accountability. The memo was reviewed by The New York Times.

Teams waited for somebody to back-read a piece or ignored the requests from the News Desk to get a blast out quickly, he said, referring to the newsrooms term for copy-editing an article or a news flash. Managers spent too much time setting up conference calls when they should just have been writing.

Mr. Micklethwait wrote that the reorganization of the newsroom would include layoffs. The company will cut about 90 newsroom positions globally, according to a person with knowledge of the matter. Most of those to lose their jobs will be editors, the person said, asking not to be identified because the information was not public.

This was not a step that we took lightly, Mr. Micklethwait wrote. But we have always sought to make the newsroom better to make us more nimble, to improve our content, and to help us chronicle capitalism in an even more comprehensive way.

He said that the new system would mean most editors would now report to managing editors, who would allocate them to individual stories, and would also get rid of unnecessary back-reading or re-editing.

Mr. Micklethwait said that despite the layoffs, the company was looking to hire in priority areas like data journalism, and was aiming to end the year with as many journalists as it had before the pandemic.

Bloomberg News has more than 3,100 editorial and research employees, making it one of the largest news organizations in the world. It has largely avoided the mass layoffs that have plagued the media industry in the past year. Bloomberg L.P., its parent company, has about 20,000 employees.

Bloomberg L.P. makes the majority of its money from expensive subscriptions to its terminal business, but Axios reported this week that Bloomberg Media expected to bring in a minimum of $100 million this year from consumer digital subscription revenue.

Microsoft on Thursday called for the United States to adopt competition laws that would force tech platforms like Facebook and Google to share more revenue with news publishers, drawing a brighter line between itself and the tech giants who oppose the idea.

Brad Smith, Microsofts president, said tech companies must do more to support independent journalism. He said some executives were motivated to speak out because of the misinformation that spread widely around the U.S. election and the decline of news organizations over the last two decades.

As a guide to the kinds of laws the company had in mind, he pointed to Australias proposed legislation for news publishers to negotiate jointly for higher fees from digital platforms.

Publishers are left with nowhere else to go, so at the end of the day, they are forced to accept scraps on the table without any compensation for the fact that they produce a substantial portion of the meal on the other side of the table, Mr. Smith said in an interview.

Microsofts call for internet regulations is the latest example of fracturing within the tech industry at a time when it is undergoing increased scrutiny. Google and Facebook have fiercely fought the Australian proposal and have threatened to abandon all or part of their services in the country should the news publishing law go into effect. Salesforce.com, Apple, and IBM have pushed for regulations over the business models of Facebook and Google that mine user data for advertising.

Bills in the Senate and the House of Representatives have already been introduced to help news publishers jointly negotiate on fees for publishing their material on platforms like Google and Facebook. The coordination would most likely violate antitrust laws against collusion, but lawmakers have called for an exemption to address the emergency in local news, where 2,000 news organizations have shuttered since 2000.

Mr. Smith said he and Satya Nadella, Microsofts chief executive, recently called Australias prime minister, Scott Morrison, and praised the proposed competition legislation for internet platforms as a meaningful attempt to shore up journalism. They added that even if Google left the country, Microsoft would not. Microsofts Bing search engine also hosts news in Australia.

The tech sector is not a monolith, Mr. Smith said.

Kenneth C. Griffin, the billionaire hedge fund manager, may be among the executives who testify at next weeks Congressional hearing about the recent madcap trading in shares of GameStop that bruised many big investors, a person with knowledge of the matter said.

Mr. Griffins firm, Citadel, was a central player in the GameStop drama both because of its investments and the role of its sister company, Citadel Securities, as a market maker in stocks. It was asked to make an executive available for the Feb. 18 hearing scheduled by the House Financial Services Committee, this person said, but the company is still waiting to hear whether the committee will call Mr. Griffin or another executive.

Steve Huffman, Reddits chief executive said on Thursday that the social-media network also planned to participate. Many of the small investors in GameStop gathered on Reddits WallStreetBets message board to egg each other on as they bid up the stock last month.

Citadel had told the committee that Joseph Mecane, a senior executive at Citadel Securitieswho oversees the trading services it provides to companies like Robinhood, could appear instead, said the person. Citadel Securities is separate from the hedge fund and also founded by Mr. Griffin.

A representative for the House committee did not respond to requests for comment. Rep. Maxine Waters, the California Democrat who heads the committee, has said that she wants Vlad Tenev, the chief executive of Robinhood, to testify at the hearing.

She has also said she was considering asking the hedge fund Melvin Capital to testify.Citadels hedge fund business and a group of partners invested $2 billion in Melvin after Melvin sustained enormous losses from a wager that shares of GameStop which climbed from less than $100 to nearly $500 in just a few days would fall.

Partly as a result of its bet against GameStop, Melvin ended January down more than 53 percent, The New York Times reported earlier this month, while Citadel, which had also bet against GameStop during its rise, ended the month down 3 percent.

Mr. Griffin was also exposed to the GameStop rally through Citadel Securities. Robinhood, the free online trading firm that fueled much of the trading in GameStop by amateur investors, makes money by sending buy and sell orders to Citadel Securities, which pays Robinhood for the order flow.

The effort to make Harriet Tubman the face of the $20 note got a bipartisan push this week as two senators urged Treasury Secretary Janet L. Yellen to prioritize the planned redesign that stalled during the Trump administration.

Senator Jeanne Shaheen, Democrat of New Hampshire, and Senator Ben Sasse, Republican of Nebraska, sent a letter to Ms. Yellen this week making the case that Americas currency should reflect the diversity of the country. They lamented that the plan put in place by the Obama administration in 2016, to unveil a $20 note design in 2020 with Ms. Tubmans image on the front, was not carried out by former Treasury Secretary Steven Mnuchin.

We hope sincerely that is no longer the case, and encourage the prioritization of Ms. Tubman before working on other redesigns, they wrote. We stand ready to offer any support for your efforts to ensure this towering figure in our nations history receives the recognition she has deserved for so long.

The Biden administration said last month that Ms. Yellen would be studying ways to speed up the process of adding Harriet Tubmans portrait to the front of the $20 bill.

Its important that our money reflect the history and diversity of our country, Jen Psaki, the White House press secretary, said.

A Treasury spokeswoman did not respond to a request for comment about whether the Bureau of Engraving and Printing, which the department oversees, had resumed the redesign featuring Ms. Tubman.

Work on the redesign had started under the watch of former President Barack Obamas Treasury secretary, Jacob Lew, but Mr. Mnuchin said that enhancing the security features of the new notes took priority over changes to the imagery. Mr. Trump had previously expressed his disapproval of the idea of replacing President Andrew Jackson, a fellow populist, with Ms Tubman, a former slave and abolitionist.

The Advanced Counterfeit Deterrence Steering Committee laid out plans in 2013 for the redesign of the $10 and $5 notes to occur before the $20.

Ms. Shaheen and several House Democrats have been vocal supporters of the initiative to replace Mr. Jackson with Ms. Tubman as the face of the $20. Few Republican lawmakers have expressed public support for the change.

More than 12 million people have watched live television coverage of the second Senate impeachment trial of former President Donald J. Trump, an audience larger than the one for the first trial a little more than a year ago, according to Nielsen.

An audience of 12.4 million tuned into the three major cable news stations and the three major broadcast networks on Tuesday afternoon, when prosecutors started making their case on the Senate floor. Eleven million watched the opening arguments in the impeachment trial on Jan. 21, 2020.

Last year, viewership fell sharply on the second day of trial coverage, to 8.8 million. That was not the case on Wednesday. With NBCs figures not yet available, the audience for the other five broadcast and cable networks stood at 12.3 million, Nielsen reported.

Some media executives had forecast that a trial of a president no longer in office would not attract a large audience. But many Americans are working from home because of the coronavirus pandemic. And as a television spectacle, the second trial has been a sharp contrast with the first.

Last years deliberations centered on presidential abuse of power and obstruction of justice. This time around, prosecutors presented chilling, never-before-seen security footage of the storming of the Capitol on Jan. 6 to help them make the case that Mr. Trump pushed his supporters toward violence.

Interest in the trial was highest on MSNBC, which features a lineup of anchors and analysts who are highly critical of the former president; the network averaged an audience of three million on Tuesday and 3.5 million on Wednesday. CNN had 2.8 million viewers on Tuesday and 3.2 million on Wednesday. CNN also drew the largest audience between the ages of 25 and 54, the demographic most important to advertisers.

Fox News, with its prime-time hosts supportive of Mr. Trump, had the lowest viewership of the three major cable news networks, and its audience dropped to 1.2 million on Thursday from two million on Wednesday.

The overall audience for the trial coverage was smaller than the number of viewers who watched other recent big political events. Nearly 40 million tuned in for President Bidens Inaugural Address, and more than 21 million watched as the networks projected that he was the election winner in November.

Audience figures for last years impeachment trial fluctuated day to day. The Senate vote, which resulted in an acquittal, attracted the largest audience, nearly 14 million viewers.

The Learjet luxury aircraft made famous by Frank Sinatra and immortalized in songs by Pink Floyd and Carly Simon is going away.

Bombardier, the Canadian company that makes the plane, said Thursday that it would stop building the plane at the end of the year more than half-a-century after it was introduced as it shifts attention to its more profitable and larger Challenger and Global aircraft. The move comes after Bombardier exited the business of making planes for airlines last year and completed the sale of its rail unit last month, all part of an effort to return to profitability with a more singular focus on private aircraft.

With our strategic repositioning now complete, we are very excited to embark on our journey as a pure-play business jet company, ric Martel, Bombardiers chief executive, said in a statement.

The company also announced plans to cut 1,600 jobs, or about 10 percent of its work force. Bombardier said Thursday that it lost $568 million last year and hoped to cut costs by more than $400 million by 2023.

The Learjet decision comes just months after the company announced the first delivery of the planes latest model, the Learjet 75 Liberty.

The jet was originally designed with a focus on performance by William Lear, an engineer. It entered service in 1963 and went on to play a key role in ushering in an era of luxury private flight. Mr. Sinatra reportedly bought his in 1965, using it for trips to and from Las Vegas and making it a symbol of ultimate luxury for the rich and powerful.

More than 3,000 Learjets have been sold since its inception. But the jet has struggled in recent years because buyers of private jets considered it cramped and not as luxurious as other planes. Bombardier, which acquired the Learjet business in 1990, delivered just 11 to customers last year.

One of the nations largest student loan servicers and the attorney general of Massachusetts have agreed to settle a lawsuit over errors that the state said had harmed thousands of public service workers trying to use a federal loan-forgiveness program.

The loan servicer the Pennsylvania Higher Education Assistance Agency, which operates under the name FedLoan will audit the account of any Massachusetts resident who requests a review. The company will correct any errors it finds and compensate borrowers who were financially harmed.

This agreement secures first-of-its-kind relief for teachers and other public servants, Maura Healey, the states attorney general, said in a statement. Public servants burdened with student loan debt are entitled to the relief that they were promised under these federal programs.

Ms. Healeys office sued the Pennsylvania Higher Education Assistance Agency in 2017, accusing it of making mistakes in counting borrowers payments, overcharging some borrowers and incorrectly handling applications for income-based repayment plans.

The problems especially harmed people seeking to use the governments Public Service Loan Forgiveness program, according to the complaint. The loan servicing company has an exclusive contract with the federal government to handle the accounts of those seeking to use the program, which has been widely criticized for its shoddy implementation and rampant errors.

More than 200,000 Massachusetts residents will be able to request an account review, Ms. Healey said. The settlement was approved on Tuesday by a state Superior Court judge.

Keith New, a spokesman for the company, said the deal reaffirms P.H.E.A.A.s commitment to all student borrowers and to the high quality of customer service provided by P.H.E.A.A. in managing their student loan debt.

Most state borrowers whose requests to have their loans forgiven were denied will have their accounts automatically flagged for a review, which the company must complete within 120 days, according to the settlement. Thats a significantly faster than the year or longer the company has in the past told some borrowers it would take to investigate their error claims.

The company is facing a lawsuit in federal court from New Yorks attorney general, who in 2019 accused it of extensive misdeeds. A federal judge last year rejected the companys request to dismiss the case.

WarnerMedia will expand its streaming platform HBO Max beyond the United States this summer. The company, which unveiled its streaming service in May and ended the year with 17.17 million activated users, said on Thursday that HBO Max would become available in 39 territories across Latin America and the Caribbean in June.

By combining HBO with the very best of WarnerMedias series and film catalog, as well as locally produced content from master storytellers in Latin America, HBO Max will offer fans in the region an unforgettable and enriching entertainment experience, Johannes Larcher, the head of HBO Max International, said in a statement.

Similar to how it operates in the United States, WarnerMedia will give current HBO GO customers instant access to HBO Max and will phase out the HBO GO service.

WarnerMedia gave a boost to HBO Max and shocked some in Hollywood when it announced in November that all Warner Bros. movies in 2021 would debut simultaneously in theaters and on the streaming service. The initiative took effect in 2020; Wonder Woman 1984 debuted on Christmas Day and helped drive HBO and HBO Maxs total subscriber base to 41 million, a level it reached a full two years faster than our initial forecast, according to John Stankey, the chief executive of AT&T, WarnerMedias parent company.

The company also announced that an HBO-branded streaming service will debut in Europe later this year.

The British pound has been on a quiet ascent. This week, it surpassed $1.38, a level it hasnt seen against the U.S. dollar in nearly three years, and it is up nearly 2 percent against the euro this year. Britain has been under a strict lockdown, but its trade deal with the European Union and quick vaccine rollout has helped the nations financial assets, including stocks, perform well.

In the past week, it was pushed higher after the Bank of England painted an optimistic picture for the economic recovery this year as soon as the lockdown is lifted. It is forecasting the British economy will return to its pre-pandemic size by early 2022.

The central bank also said it had no imminent intention of introducing negative interest rates, which caused the pound and bond yields to jump higher.

That said, the pounds rise may face obstacles. The Brexit trade deal has thrown up a number of hurdles as exporters contend with new customs requirements and retailers reconsider supply chains. The tension between London and Brussels seems to have worsened over the future of financial services and trading arrangements for Northern Ireland.

Despite the markets relief that the U.K. and the E.U. managed to strike a trade deal in December, it is becoming obvious that Brexit is casting long shadows, Jane Foley, a currency strategist at Rabobank, wrote in a note.

Looking ahead we continue to see both political and economic hurdles for GBP and anticipate a fairly rocky ride in the coming months, she said, using the abbreviation for the pound.

Stock indexes on Wall Street edged higher, with the S&P 500 rising about 0.2 percent.

Shares in Pinterest rose more than 7 percent. The Financial Times reported late on Wednesday that Microsoft made an approach to buy the social media company in recent months, but the talks are not active.

Stocks in Europe were mixed. The Stoxx Europe 600 gained about 0.4 percent.

ArcelorMittal, the worlds largest steel company, said Thursday that Aditya Mittal, the companys president and chief financial officer, would succeed his father, Lakshmi Mittal, as chief executive. Lakshmi Mittal, who founded the company, will become executive chairman. Aditya Mittal said on a call with reporters that he wanted to focus on reducing carbon emissions from steel production.

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Federal Deficit to Hit $2.3 Trillion in 2021, Budget Office Says - The New York Times

We’re Measuring Social Media Wrong | Call to Action: Marketing and Communications in Higher Education – Inside Higher Ed

Getting more followers or going viral isnt why campuses invest in social media. They invest because its a primary communication channel used to increase brand awareness and equity, build alumni affinity, recruit students by increasing applications or yield, or any other number of objectives found in a campus strategic plan. The metrics we use to measure it should assess those goals. Yet many social media managers and their CMOs are tied to vanity metrics like followers or engagement rate. When campus social media efforts align with campus priorities, the way we measure social media must change.

Move Beyond Followers and Engagement

If your social media reporting focuses on followers, engagements and impressions from a handful of official campus accounts, it doesn't assess your impact on campus priorities. Rather, it measures how well youre conforming to the metrics social platforms choose to report, regardless of strategic alignment. Vanity metrics dont assess how social media helps or hurts your brand, impacts enrollment, or secures alumni donations. Prioritizing vanity metrics forces your staff to align their social strategy and content creation to the demands of platforms instead of your strategic plan.

Measuring the entire social media conversation about your institution -- not just your contribution to it -- along with direct goal-related conversions prompted by social media content is a better way to assess your social media efforts.

Social Media Metrics to Assess Brand

Angela Polec, vice president of enrollment, marketing and communications at La Salle University, puts it this way: Marketers tend to report in-the-moment metrics from social media such as followers, engagement and reach so we see whats working for us and how our posts and our content are performing. But if your brand is truly what people say about you, she says campus marketing leaders should be concerned with how the conversation forms around us, not just from us.

To measure the entire conversation about your brand on social media, you need to go beyond the analytics within platforms or social media management software. Social listening metrics capture your content as well as what others say about you, whether youre tagged or not. Start with three basic brand metrics.

Jenny Petty, director of enrollment marketing at the University of Wyoming, recently presented social listening metrics to her cabinet and trustees while talking about the impact of the pandemic on their brand. Presenting social listening metrics allowed me to frame our work on social media as managing the brand as an asset. Instead of sharing our most popular posts (which can come across as cutesy), approaching social media this way underscored that what people say about you -- or dont say about you -- is your brand. It shifted leaderships view of marketing from strictly being promoters to being managers of an important asset: our brand.

Typically, 64percent to 88percent of online conversation about colleges and universities occurs on social media, and much of that is earned conversation. Leaving that conversation out of your social media reporting ignores the contribution of word of mouth to your brand.

Tie Social Media to Revenue and Enrollment

Beyond brand, marketers have a responsibility to demonstrate how social media contributes to institutional priorities. A few years ago, Tony Dobies, senior director of marketing at West Virginia University, grappled with this task as his team grew. Likes and followers and pretty pictures don't prove the worth of social media, he said. We had to find something that senior leadership, up to the Board of Governors, could understand. That's money and enrollment.

The WVU team focused on measuring conversions for common recruitment milestones, such as registering for a campus visit or starting an application. This is where most campuses start; other revenue-driving conversions may include donations, housing or dining plans, or special event sales. If you promote these on social media with a link, the conversions happen on your website.

Data to demonstrate impact and value comes from web analytics software (e.g., Google Analytics), not social media platforms. Dobies counsels, You need to know how to use Google Analytics, otherwise you don't have the foundation to get this far. If you don't have conversions set up, you shouldn't be thinking about how to connect it to social yet. If youre new at this, start with the free Google Analytics Academy.

Get buy-in from leadership to identify website actions to track as goals, and work with your web developers or marketing technology team to ensure theyre implemented. Its possible this infrastructure already exists for your website or email marketing; Dobies built on existing practices at WVU. After the foundation is established, you can begin to publish social media content with built-in tracking (i.e., UTM codes) so you can tie efforts to outcomes.

You could -- and should -- go one step further by assigning a dollar value to each goal conversion. Identify how much a campus visit or application is worth to the university, working backward from net tuition revenue using enrollment yield rates (if this is a new concept for you, page 37 of the Enrollment Growth Playbook is a good place to start). For fundraising or ticket sales, use the actual value of the transaction. Assigning a dollar value to website conversions allows you to connect social media efforts to revenue.

In six months during 2019, our organic social media efforts resulted in $200,000 worth of enrollment conversions, Dobies explained. Going forward, well get even more specific to understand how much revenue Instagram Stories generates, or even a specific post. Well also expand beyond enrollment conversions.

Measure What Matters

Social media is part of an integrated marketing strategy, and every campus should treat it as the high-profile, high-potential communication channel it is. This includes assessing social media efforts against core campus goals rather than through a social media platform. Measuring its impact on brand and enrollment allows leadership to make informed decisions about investments in social media staff and tools to impact strategic objectives.

Liz Gross is the founder and CEO of Campus Sonar, a social listening agency dedicated to higher education, and author of Fundamentals of Social Media Strategy: A Guide for College Campuses. Find her on Twitter: @LizGross144.

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We're Measuring Social Media Wrong | Call to Action: Marketing and Communications in Higher Education - Inside Higher Ed

American Egg Board Partners with Wendy’s to Drive Breakfast Menu Trial – PRNewswire

"Wendy's was built on fresh, real ingredients and our recently launched breakfast menu is no exception," said John Li, vice president of culinary innovation at Wendy's. "Our partnership through the AEB's new program helped us expand on consumer demand for a high-quality breakfast by highlighting the inclusion of real, fresh-cracked eggs on our breakfast sandwiches and inspiring drive-thru and delivery orders across our key markets."

For the program, the AEB enlisted social media influencers in six key Wendy's markets to promote and drive trial of the restaurant's new breakfast sandwiches made with real eggs a fact that research has shown increases perceived product value when consumers are made aware of it. Instagram posts and stories featuring freshly cracked eggs were published on Wednesday and encouraged followers to celebrate #Weggsday an AEB social marketing campaign by ordering breakfast from their local Wendy's.

"We were so excited that Wendy's was developing new breakfast menu items featuring freshly cracked eggs and knew we wanted to partner to support their efforts and add our marketing prowess to help turn up the volume! The Incredible Egg fits perfectly within the Wendy's promise of fresh, high-quality, real ingredients and we're proud to support these incredible new menu items and start this new friendship off so strongly," said Emily Metz, president and CEO of the American Egg Board.

The partnership exemplifies one of many ways America's egg industry through its national commodity marketing checkoff, the American Egg Board supports the foodservice industry. These efforts now also include solutions to help foodservice operators adapt and drive traffic in the COVID-19 environment.

"The AEB has a long and established record of providing custom strategic solutions to meet the unique needs of top national QSR partners, like Wendy's and we've shown how eggs can help drive business results," Metz said. "As a trusted partner to the foodservice industry, the AEB is now investing in helping restaurants of all shapes and sizes safely drive traffic during the pandemic by leveraging The Incredible Egg's versatility, functional benefits and tremendous popularity with consumers."

The AEB recently introduced a foodservice recovery program encompassing enhanced partnership support for large chains like Wendy's; resources and tools to take advantage of off-premise opportunities such as drive-thru, carryout and delivery; and a new "Boosting Breakfast Business" program for smaller and independent operators that have been particularly hard hit by the pandemic.

"Restaurants that can meet the consumer where they are today by capitalizing on off-premise options and promoting use of real, authentic ingredients with strong consumer appeal, like eggs, may reap near- and long-term benefits including capturing loyalty and market share. And we're helping them do that," said Nate Hedtke, vice president of insights and innovation at the AEB.

In addition to providing custom support to national QSR partners, the AEB has developed a suite of resources featuring eggs to help foodservice operators attract consumers and drive traffic.

To learn more about how The Incredible Egg can help foodservice operators, please visit IncredibleEgg.org/professionals/foodservice or email Phaedra Ruffalo at [emailprotected].

About the American Egg Board (AEB)Home of The Incredible Egg, the American Egg Board (AEB) is the national marketing organization of America's egg farmers. The AEB's mission is to increase demand for eggs and egg products through research, education and promotion. The AEB is located in Chicago, Ill. For more, visitIncredibleEgg.org.

SOURCE American Egg Board

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American Egg Board Partners with Wendy's to Drive Breakfast Menu Trial - PRNewswire

10 YouTube Videos That Every Small Business Should Create [infographic] – Social Media Today

Is YouTube part of your 2021 digital marketing plan?

The online video leader remains a key platform, despite rising challenges from Facebook, Instagram and more recently, TikTok. Indeed, YouTube has over 2 billion monthly, logged-in users - and what's more, YouTube has seen a rising amount of usage on home TV sets.

That presents significant opportunity for big-screen, impactful outreach, all with Google's advanced audience targeting options. It has the reach, the ad options, and now the potential to connect with viewers on the key focus for home entertainment. If you're making video content, you need to have YouTube on your planning map.

But what should you create your videos about, and what works best on YouTube?

The team from Headway Capital have put together a new infographic that highlights 10 key options for YouTube content.

If you're struggling to come up with an idea, or you need some direction, the below listing will help.

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10 YouTube Videos That Every Small Business Should Create [infographic] - Social Media Today