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Social Marketing Handbook

Welcome to the Social Marketing Handbook

The social marketing team is responsible for the stewardship of the GitLab brand social channels. We’re accountable for the organic editorial calendar and work with partners across the community advocacy, digital marketing, talent brand, and other teams to orchestrate the social media landscape for GitLab.

Requesting Social Posts

Open a new issue to request social coverage

Please remember…

Social Takeover Notes

So you've been nominated for a short-term takeover of GitLab's social channels — here's a quick guide with everything you need to know.




tweet example


Signing off

Social event strategy

What to expect

Different levels of organic promotion

Promotion level Description
Tier 1 dedicated blog post(s) as appropriate, relevant content (i.e., containers around KubeCon) promoted beforehand; original social images; twitter banner takeover; on-site live social support
Tier 2 Individual organic social posts calling out our presence and activities at the event; on-site social facilitation as needed/appropriate; original social images as needed/appropriate.
Tier 3 Included in monthly events blog post; on-site social facilitation as needed/appropriate; original social images as needed/appropriate
Tier 4 Ad hoc retweets/engagement with social posts from events that bubble up

Different levels of social support

Social support level Description
On-site event social support I will provide, or a volunteer with training/onboarding via how to be a social marketer for a day will provide. This may include live tweeting talks using the event hashtag, sending tweets on the brand channel with pics of the booth/swag/sponsored dinners, receptions, etc.
Event social facilitation Instead of tweeting from the brand channel, I will provide sample tweets in an issue as needed before the event. The goal here is for team members attending the event to be equipped to tweet using the event hashtag to drive people to the booth/to set meetings at the time when it really matters. This can be equally impactful as tweeting from the brand channel - people physically at the event are likely to be perusing the hashtag, and they will see it whether or not it comes from GitLab. This also allows employees to raise their own social profile and become comfortable using social for practical, useful reasons. Team members may tweet pics of swag, talks, or talk about the GitLabbers in attendance at the event and their areas of expertise, which the audience may find interesting.

FAQs about promotion


I'm worried with these changes that my event won't get enough attention.

When should I ask for paid social support?

My event is in [less than a week] and I haven't thought about social yet. Am I out of luck?

While at the Event:


We use giveaways to encourage and thank our community for participating in marketing events such as surveys, user-generate-content campaigns, social programs, and more.

Giveaways Process


  1. Create an issue and tag the Social Marketing Manager to determine the rules of engagement and the Corporate Events Manager for prizes.
  2. Create and publish an Official Sweepstakes Rules page


  1. Winners must sign an Affidavit of Eligibility & Liability, Indemnity, and Publicity Release. Use the "Affidavit of Eligibility - Sweepstakes" template found on the google drive.
  2. Announce the winners

Social Support & Logistics for Giveaways

Creating the Campaign


Day of giveaway

After the Giveaway

How to Create an Official Sweepstakes Rules Page

  1. Create a new folder in /source/sweepstakes/ in the www-gitlab-com project. Name the folder the same as the giveaway /source/sweepstakes/name-of-giveaway
  2. Add an file to the /name-of-giveaway/ folder
  3. Add the content of this template to the file.
  4. Replace all bold text with relevant information.
  5. Create merge request and publish.

Social Channels and Audience Segmentation

You can find a list of evergreen content assets their primary channel for promotion here.








Sometimes, posts that GitLab team-members propose for our blog may be a better fit for native publishing on LinkedIn. This is not a negative, it's usually due to the content team's strategic priorities at the time. The Managing Editor and the Social Marketing Manager will recommend that you publish on your own LinkedIn, and if you agree, the Social Marketing Manager will help you finalize the post and socialize it internally for best results.




GitLab has a Medium publication, and all GitLab team-members may be added as writers! To be added as a writer to the publication, import a blog post that you authored on to your personal Medium account, and submit it to the GitLab publication (by hitting edit -> submit to publication -> GitLab Magazine). the Social Marketing Manager will approve you as a writer and help finalize the post before publishing.

If you submit original content (i.e., not originally published somewhere else) to the publication for review, she may edit and publish your post. We want to highlight writers wherever possible, so we highly encourage you to import posts to your personal Medium.




Defining Social Media Sharing Information for web pages

Social Media Sharing info is set by the post or page frontmatter, by adding two variables:

description: "short description of the post or page"
twitter_image: '/images/tweets/image.png'

## Ensuring your Post Will Have a Functional Card and Image

When you post a link on Facebook or Twitter, either you can see only a link, or a full interactive card, which displays information about that link: title, **description**, **image** and URL.

For Facebook these cards are configured via [OpenGraph Meta Tags][OG]. Twitter Cards were recently set up for our website as well.

Please compare the following images illustrating post's tweets.

A complete card will look like this:

![Twitter Card example - complete][twitter-card-comp]

An incomplete card will look like this:

![Twitter Card example - incomplete][twitter-card-incomp]

Note that the [first post] has a **specific description** and the image is a **screenshot** of the post's cover image, taken from the [Blog landing page][blog]. This screenshot can be taken locally when previewing the site at `localhost:4567/blog/`.

This information is valid for the entire website, including all the webpages for, handbook, and blog posts.


All the images or screenshots for twitter_image should be pushed to the www-gitlab-com project at /source/images/tweets/ and must be named after the page's file name.

For the second post above, note that the tweet image is the blog post cover image itself, not the screenshot. Also, there's no description provided in the frontmatter, so our Twitter Cards and Facebook's post will present the fall back description, which is the same for all

For the handbook, make sure to name it so that it's obvious to which handbook it refers. For example, for the Marketing Handbook, the image file name is handbook-marketing.png. For the Team Handbook, the image is called handbook-gitlab.png. For Support, it would be named handbook-support.png, and so on.

UTMs for tracking URLs

UTMs are used to track traffic sources & reach of posts/links. All external posts should contain a UTM parameter, please see details in the Digital Marketing handbook.

If you have questions or are unsure how to tag a URL please reach out to the Digital Marketing team &/or the Social Media Manager responsible for the campaign.


The description meta tag is important for SEO, also is part of Facebook Sharing and Twitter Cards. We set it up in the post or page frontmatter, as a small summary of what the post is about.

The description is not meant to repeat the post or page title, use your creativity to describe the content of the post or page. Try to use about 70 to 100 chars in one sentence.

As soon as you add both description and social sharing image to a page or post, you must check and preview them with the Twitter Card Validator. You can also verify how it looks on the FB feed with the Facebook Debugger.


To see it working, you can either share the page on Twitter or Facebook, or just test it with the Twitter Card Validator.