diff --git a/source/handbook/index.html.md b/source/handbook/index.html.md
index 4c202fa3fafcf908318ea216f281c07af358be36..a35cb76d9881bc8a41d3cd8e1928ebba163b9d8d 100644
--- a/source/handbook/index.html.md
+++ b/source/handbook/index.html.md
@@ -23,6 +23,7 @@ Please use <a href="https://gitlab.com/gitlab-com/www-gitlab-com/issues">issues<
   * [Social Media Guidelines](/handbook/marketing/social-media-guidelines)
   * [Blog](/handbook/marketing/blog)
   * [Markdown Guide](/handbook/marketing/developer-relations/technical-writing/markdown-guide/)
+  * [Social Marketing](/handbook/marketing/social-marketing)
 * [Sales](/handbook/sales)
   * [Customer Success](/handbook/customer-success)
 * [Finance](/handbook/finance)
diff --git a/source/handbook/marketing/blog/index.html.md b/source/handbook/marketing/blog/index.html.md
index 1e947c5d18130fedd4ff2cf9cd30b1fd8ce60450..1062d9d74d124448f23ec70082be78552e871ce6 100644
--- a/source/handbook/marketing/blog/index.html.md
+++ b/source/handbook/marketing/blog/index.html.md
@@ -569,53 +569,44 @@ Try to use about 70 to 100 chars in one sentence.
 It is mandatory for all the new posts, and it [has been included][MR-description] in the default post
 frontmatter generated by [the command `rake new_post`](#create-a-new-post).
 
-Use this syntax:
+Use this syntax (double quotes included):
 
 ```yaml
 description: "This is an example description for a blog post."
 ```
 
-See the following section "Social Media Info" for more information.
+Check the [Social Marketing Handbook] for more information.
 
-#### Social Media Info
+#### Social Media Sharing Image
+{: #social-media-info}
 
-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.
+It's the image which will be displayed on social media feeds.
+It's defined in the post `frontmatter`, and it's not mandatory, but recommended.
 
-For Facebook these cards are configured via [OpenGraph Meta Tags][OG].
-[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][twitter-card-comp]
+```yaml
+twitter_image: '/images/tweets/image-name.png'
+```
 
-An incomplete card will look like this:
+Whenever you want to display exactly the cover image in social media feeds, don't\
+add a `twitter_image` to the frontmatter. Otherwise, make sure it's included,
+to make it easier to our audience to identify a GitLab Blog Post straight away
+when scrolling their feed.
 
-![Twitter Card example - incomplete][twitter-card-incomp]
+The standard procedure for this image is: 
 
-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/`.
+- Locally preview the blog landing page including your post at <http://localhost:4567/blog>
+- Use a screen capture tool (as `cmd+shift+4` on your Mac and [Snipping tool] on your PC) to take a screenshot of the purple portion of your post* 
+- Compress the image with [TinyPNG.com][tinypng]
+- Rename it, so that it will have exactly the same name as your post does, omitting the post date**
+- Add it to the project's directory at `/source/images/tweets/`
 
-All the screenshots for `twitter_image` should be pushed to the [www-gitlab-com] project
-at `/source/images/tweets/` and must be named after the post's file name.
-If the post is called `2016-03-20-hello-world.html.md`, the tweet image
-must be named `hello-world.png` (or `.jpg`).
+*This is the portion to take the screenshot from (yellow dashed line):
 
-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].
+![twitter_image for the blog](/images/handbook/marketing/twitter_image-screenshot.png)
 
-The `description` is a [mandatory field](#description), though the `twitter_image` is optional.
-Whenever possible, provide the post screenshot image to make it easier to our audience to identify
-a GitLab Blog Post straight away when scrolling their feed.
+**If your post is called `2016-05-20-hello-world.html.md`, the `twitter_image` should be named `hello-world.png`.
 
-You can check and preview them with the [Twitter Card Validator]
-and the [Facebook Debugger].
+For further information, read the Social Media Sharing section at the [Social Marketing Handbook].
 
 #### Comments
 
@@ -704,7 +695,7 @@ for doing so. For example, [Nimbus Screenshot]  (browser extention), [Mac screen
 For the blog, images should be cropped in a 1.7 width/height pixel *proportion* (ideally 1275px x 750px)
 so the image doesn't get clipped when displayed as a lead image in the blog list.
 This includes the cover image.
-Compress the image, for example using [TinyPNG.com][tinypng] or any other image editor.
+Compress the image, for example using or any other image editor.
 To preserve the harmony along the post, try to keep all the images with the same width
 (e.g., the ones used in [this post][width-post]).
 
@@ -769,6 +760,10 @@ On blog post page (widescreen): 1920px x 550px w/h = 3.5
 Try to have them harmonically aligned with the title,
 which overlays the background image in both cases.
 
+To crop the image, use the size of 1275x750 px. To align the
+background image with the title overlay, use the widescreen
+proportion, if necessary.
+
 #### Creating GIFs
 {: .no_toc}
 
@@ -791,25 +786,6 @@ For example don't refer to "Gitlab CI's runner" please refer to "GitLab Runner",
 - When we refer to specific configuration sections or pages in GitLab they should be in **bold**.
 - Refer to this website as **about.GitLab.com**, with capital "G" and "L", as always. **GitLab.com** is not the website, is the SaaS.
 
-----
-
-## Blog Content Calendar
-
-In the spreadsheet below you'll find posts recently published (From 2016, June 1st on), together with some other posts that are queued for writing, reviewing and publishing. This calendar was implemented not long ago and is still being improved, it's opened to eventual changes and contributions.
-
-The link attached to the post title will lead you to the Merge Request, while the link on "Published" will lead you to the post itself.
-
-<figure class="video_container">
-<iframe width="402" height="346" frameborder="0" scrolling="no" src="https://onedrive.live.com/embed?cid=696487FB19CE5807&resid=696487FB19CE5807%21999&authkey=AG3_C1jCZa8qMWo&em=2&ActiveCell='Content%20Queue'!B1&wdHideGridlines=True"></iframe>
-</figure>
-
-<br>
-
-**Note:** Main Content Pillars, subjects, categories, names, content distribution, and other
-specific matters are still being discussed and polished.
-{: .note}
-
-
 <!-- Identifiers, in alphabetical order -->
 
 <!-- INTRO -->
@@ -868,8 +844,6 @@ specific matters are still being discussed and polished.
 [Digital Ocean]: /2016/04/19/gitlab-partners-with-digitalocean-to-make-continuous-integration-faster-safer-and-more-affordable/
 [documentation]: http://docs.gitlab.com/
 [Emily Kyle]: https://twitter.com/emilylucie
-[facebook debugger]: https://developers.facebook.com/tools/debug/
-[first post]: /2016/07/19/markdown-kramdown-tips-and-tricks/
 [General Publishing Process]: #general-publications
 [General Reviews]: #general-reviews
 [gifs-post]: /2016/08/19/posting-to-your-gitlab-pages-blog-from-ios/
@@ -889,7 +863,6 @@ specific matters are still being discussed and polished.
 [middleman]: https://middlemanapp.com/basics/install/
 [MR-description]: https://gitlab.com/gitlab-com/www-gitlab-com/merge_requests/2740/
 [Nimbus Screenshot]: http://nimbus.everhelper.me/screenshot.php
-[OG]: https://developers.facebook.com/docs/sharing/webmasters#markup
 [Pivotal Cloud Foundry]: /2015/11/03/pivotal-cloud-foundry-tile-for-gitlab-ee/
 [post-iOS-CI]: /2016/03/10/setting-up-gitlab-ci-for-ios-projects/
 [post-lets-encrypt]: /2016/04/11/tutorial-securing-your-gitlab-pages-with-tls-and-letsencrypt/
@@ -897,7 +870,6 @@ specific matters are still being discussed and polished.
 [release]: /blog/categories/release/
 [Screenshot Tool]: https://help.ubuntu.com/lts/ubuntu-help/screen-shot-record.html
 [Sean]: https://gitlab.com/u/SeanPackham
-[second post]: /2016/07/20/gitlab-is-open-core-github-is-closed-source/
 [security release]: /blog/categories/security-release/
 [Snipping Tool]: https://support.microsoft.com/en-us/help/13776/windows-use-snipping-tool-to-capture-screenshots
 [synonyms]: http://www.thesaurus.com/
@@ -905,15 +877,13 @@ specific matters are still being discussed and polished.
 [technical aspects]: #technical-aspects
 [technical writers]: /jobs/technical-writer/
 [tinypng]: https://tinypng.com/
-[twitter card validator]: https://cards-dev.twitter.com/validator
-[twitter cards]: https://dev.twitter.com/cards/overview
-[twitter-card-comp]: /images/handbook/marketing/twitter-card-complete.jpg
-[twitter-card-incomp]: /images/handbook/marketing/twitter-card-incomplete.jpg
 [unsplash]: https://unsplash.com/
 [width-post]: /2016/08/05/feature-highlight-set-dates-for-issues/
 [WIP MR]: http://docs.gitlab.com/ce/workflow/wip_merge_requests.html "Work In Progress Merge Request"
 [www-gitlab-com]: https://gitlab.com/gitlab-com/www-gitlab-com/
 [Yubico]: /2016/08/31/gitlab-and-yubico-security-webcast/
+[Social Marketing Handbook]: ../social-marketing/
+[Snipping tool]: https://support.microsoft.com/en-us/help/13776/windows-use-snipping-tool-to-capture-screenshots
 
 <!-- Labels -->
 
diff --git a/source/handbook/marketing/index.html.md b/source/handbook/marketing/index.html.md
index 4639707c779ca1503498374ca6ba714ba82f5525..e629a4a31b0174315bf31e3b962a43e9c3fa9c6e 100644
--- a/source/handbook/marketing/index.html.md
+++ b/source/handbook/marketing/index.html.md
@@ -38,6 +38,7 @@ The GitLab Marketing team includes four functional groups: Demand Generation, De
 - [Product Marketing]
    - [Content Marketing]
    - [Partner Marketing]
+- [Social Marketing]
 - [Social Media Guidelines]
 
 ----
@@ -770,6 +771,7 @@ We use our chat internally as a communication tool. The marketing channels are a
 [Online Marketing]: /handbook/marketing/demand-generation/online-marketing/
 [Partner Marketing]: /handbook/marketing/product-marketing/partner-marketing/
 [Product Marketing]: /handbook/marketing/product-marketing
+[Social Marketing]: /handbook/marketing/social-marketing/
 [Social Media Guidelines]: /handbook/marketing/social-media-guidelines/
 [Technical Writing]: /handbook/marketing/developer-relations/technical-writing/
 
diff --git a/source/handbook/marketing/social-marketing/index.html.md b/source/handbook/marketing/social-marketing/index.html.md
new file mode 100644
index 0000000000000000000000000000000000000000..5b66b78569d4d44295b833ab7fcfc06d458c6df4
--- /dev/null
+++ b/source/handbook/marketing/social-marketing/index.html.md
@@ -0,0 +1,117 @@
+---
+layout: markdown_page
+title: "Social Marketing Handbook"
+---
+
+### Welcome to the Social Marketing Handbook!
+{:.no_toc}
+
+----
+
+## On this page
+{:.no_toc}
+
+- TOC
+{:toc}
+
+----
+
+## Social Media Sharing Guidelines
+
+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 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][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/`.
+
+### Defining Social Media Sharing Information
+
+Social Media Sharing info is set by the post or page frontmatter, by adding two variables:
+
+```yaml
+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 about.GitLab.com, handbook, and blog posts.
+
+
+#### Images
+
+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.
+
+#### Description
+
+The `description` meta tag [is important][description-tag]
+for SEO, also is part of [Facebook Sharing][og] and [Twitter Cards]. We set it up in the
+[post or page frontmatter](../blog/#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].
+
+#### Examples
+
+To see it working, you can either share the page on Twitter or Facebook, or just test it with the [Twitter Card Validator].
+
+- Complete post, with `description` and `twitter_image` defined:
+[GitLab Master Plan](/2016/09/13/gitlab-master-plan/)
+- Incomplete post, with only the `description` defined:
+[Y Combinator Post](/2016/09/30/gitlabs-application-for-y-combinator-winter-2015/)
+- Incomplete post, with none defined: [8.9 Release](/2016/06/22/gitlab-8-9-released/)
+- Page with both defined: [Marketing Handbook](/handbook/marketing/)
+- Page with only `twitter_image` defined: [Team Handbook](/handbook/)
+- Page with none defined: [Blog landing page](/blog/)
+
+## Promoting GitLab on Social Media
+
+To be included (ref https://gitlab.com/gitlab-com/marketing/issues/524)
+
+## Recycling of content on Twitter
+
+To be included (ref https://gitlab.com/gitlab-com/marketing/issues/386)
+
+## Event Promotion
+
+To be included (ref https://gitlab.com/gitlab-com/marketing/issues/524)
+
+<!-- Social Marketing Handbook - ref https://gitlab.com/gitlab-com/marketing/issues/524 -->
+
+<!-- identifiers, in alphabetical order -->
+
+[blog]: /blog/
+[description-tag]: http://www.wordstream.com/meta-tags
+[facebook debugger]: https://developers.facebook.com/tools/debug/
+[first post]: /2016/07/19/markdown-kramdown-tips-and-tricks/
+[OG]: https://developers.facebook.com/docs/sharing/webmasters#markup
+[second post]: /2016/07/20/gitlab-is-open-core-github-is-closed-source/
+[twitter card validator]: https://cards-dev.twitter.com/validator
+[twitter cards]: https://dev.twitter.com/cards/overview
+[twitter-card-comp]: /images/handbook/marketing/twitter-card-complete.jpg
+[twitter-card-incomp]: /images/handbook/marketing/twitter-card-incomplete.jpg
+[www-gitlab-com]: https://gitlab.com/gitlab-com/www-gitlab-com
diff --git a/source/images/handbook/marketing/twitter_image-screenshot.png b/source/images/handbook/marketing/twitter_image-screenshot.png
new file mode 100644
index 0000000000000000000000000000000000000000..48505966481ce43fd8b0f9f95dfb6f3cc63f22b2
Binary files /dev/null and b/source/images/handbook/marketing/twitter_image-screenshot.png differ