Ask for social image(s) with text (if organic posts only) explaining the offer/ask
Set an initial deadline for submissions, so you can have multiple pushes at interval & ramp up energy
Finalize the delivery method: form vs. tweets vs. retweets, depending on the goals of the campaign
Pros of a form: Neat, uniform, easy for us to keep track of, no downsides of low engagement (i.e., responses not visible)
Pros of asking for submissions via Twitter: we could more easily RT cool responses, get more out of a hashtag, etc.
Pros of asking for RTs in exchange for swag: very little backend to do on social afterwards, except to announce the winners of swag
Finalize the ask, making sure it's extremely clear what you want to happen (Share your GitLab story!Tell us your favorite thing you made with GitLabtell us a time GitLab helped you out of a tight spot)
Make sure the ask can be intuitively communicated via whichever delivery method you're using, i.e., the tweet doesn't need to explain everything if you're pointing to a form or blog post. If you're not pointing to anything, make sure the tweet plus possible image text must make sense by themselves. Use threads for more space!
Finalize the timeline for when the reminders/follow-ups will go out, add to social schedule and leave some space around them to RT/engage with responses
Finalize copy for all pushes
If swag is involved, create a google sheet with swag codes from Emily Kyle
Ask community advocates to review all copy (tweets, form, blog post) and adjust according to their suggestions
Make sure the community advocates are aware of the campaign timeline/day-of
Designate a social point person to be "on duty" for the day-of and one person who can serve as backup
Let the broader GitLab team know that the social campaign is upcoming and ask for their support
Day of giveaway
Try to schedule first push or ask a team member to tweet the first announcement early (ex: around 4 am PT) to try to have some overlap with all our timezones
If you're asking for RTs in exchange for swag, make sure there's a clearly communicated cut-off to indicate that the giveaway will not stretch into perpetuity. One day-long is probably the longest you want a giveaway to stretch, or you can limit to number of items.
Plan to engage live with people
If your promise was to give away one hoodie per 25 RTs, do it promptly after that milestone is crossed. It adds to the excitement and will get more people involved
Announce each giveaway and use handles whenever possible, tell them to check their DMs
DM the swag codes or whatever the item is
In your copy, directly address the person/people like you are chatting with them irl
RT and use gifs with abandon but also judgment
After the giveaway
Thank everyone promptly, internal & external
Write in the logistics issue of any snags that came up or anything that could've gone better
Amend hb as necessary for next time
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.
Please compare the following images illustrating post's tweets.
A complete card will look like this:
An incomplete card will look like this:
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:
This information is valid for the entire website, including all the webpages for about.GitLab.com, 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 [about.GitLab.com].
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 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.