Social Marketing Handbook

Welcome to the Social Marketing Handbook!

On this page

Social Channels and audience segmentation














Marketing process for streaming kickoffs & retros



Event Promotion

After Committing to an Event

Leading up to an Event, Schedule Tweets to go out:

While at the event:

After the event:

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. Twitter Cards were recently setup 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

An incomplete card will look like this:

Twitter Card example - incomplete

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. This screenshot can be taken locally when previewing the site at localhost:4567/blog/.

Defining Social Media Sharing Information

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'

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.


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.