After five years of running Duolingo's social media, Zaria Parvez is leaving. I flew to Pittsburgh to chat with her about what she's looking for in her next role, the mental health of social managers, and why she's into "slow burn" content. In tomorrow’s newsletter.

Finally, all of this was very cost effective!!

Here’s an example of what an email flow looked like in DMs.

ManyChat also helped Mamdani's campaign collect emails. Gabriella estimates around 10k emails were collected from Instagram.

One of the most impressive uses of the tool was their comment-to-dm posts. I’ve shared an example of one here.

When Gabriella started working with the campaign in April, she immediately started setting up flows within ManyChat. As you can see below, they can be quite complicated on the back end.

The lightbulb moment.

Funny enough, ManyChat is typically thought of as an influencer tool. That's how Gabriella first heard of it. She has an influencer dog, Edna the Runt, who uses it.

Here’s how ManyChat, the tool the campaign used to mobilize followers, works.

Two months before the primaries, Gabriella Zutrau, an independent freelance digital consultant, texted @zohrankmamdani.bsky.social's campaign team with an idea. She knew of a tool that could turn online enthusiasm into volunteers. I spoke with her about the impact of a comment-to-dm automation tool.

Published the results to a survey about what it's really like to work in social media right now. The headline? Brands are leaving Twitter in droves.

Have been looking at how brand posts are performing here vs other platforms. This comparison of the same post by @cpsc.gov shared across Threads, Bluesky, and Twitter is interesting.

thrilled to be here!