S4, E2: In September 2021, Duolingo, the world’s most popular language-learning platform, had 50,000 TikTok followers. As of late January of this year, it had 5.7 million. That increase is due in large part to Zaria Parvez, Duolingo’s global social media manager and one of Forbes’ 30 Under 30 in social media last year. Zaria is this year's closing keynote at NCMPR Under the Sun. She shares how she achieved that monumental goal. Hint: You can't achieve it if you don't trust your audience. And it doesn't hurt if the face of your brand is an unhinged owl.

• A New Job Comes to the College Cabinet: Chief Experience Officer (The Chronicle of Higher Education)