When I joined GitLab, I was handed the mission of breathing new life into a practically non-existent social media presence. What once meant periodically sharing blogs was now a full-blown transformation aimed at preparing GitLab for an IPO. My role was to reverse-engineer our long-term goals into actionable annual, quarterly, and sometimes monthly objectives, all with the intent of priming the GitLab brand and its audience of developers and remote work enthusiasts for the big exit.
Let's talk numbers—our performance was off the charts. Think a staggering $4 million equivalent in social advertising performance, a jaw-dropping 342% surge in engagement compared to the SaaS median, a meteoric rise to over 1 million followers, and a livestream of GitLab's GTLB on Nasdaq listing day, drawing more than 20,000 concurrent viewers.
Our journey from zero to one was all about taking calculated risks, studying the results, and then doubling down on what worked while cutting out the noise. It was a constant cycle of trial and error that led us to craft an audience-first social strategy. In the run-up to the IPO, I bolstered our administrative and project management capabilities, coached colleagues across the board on best social practices, fostered a thriving developer-driven community by embracing two-way conversations, and honed our product-led content strategy spanning employer branding, corporate communications, and brand messaging.
As the pandemic hit, we faced the challenge of pivoting an in-person event to a virtual one. Social media led the charge with revamped messaging, driving registrations and engagement. We transformed our social channels into the event's "second screen," offering highlights from every session. Millions of impressions, engagements, and video views later, we received resounding feedback from attendees and speakers that our social media experience elevated the event to new heights.
Navigating the turbulent waters of 2020 and beyond meant dealing with crises, both internal and external. From pricing changes to the global pandemic and the aftermath of George Floyd's tragic murder, managing social media wasn't for the faint of heart. We adopted a human-centered approach, prioritizing facts and establishing private channels for users to voice their concerns. We were empowered to treat our audience as valued contributors to GitLab, even going as far as maintaining 24-hour rotations to address questions and provide support during critical moments. These efforts led to me being awarded the GitLab Community Impact Award.
As part of the team responsible for communications during the IPO period, we transformed our messaging to reflect that of a public company well in advance. This included removing forward-looking statements, adhering to SEC guidelines, training the team at large, and implementing social listening to gauge public perception. Our groundbreaking livestream of the listing day from Nasdaq drew over 20,000 viewers, and we collaborated with investors, the board, and even Ashton Kutcher to amplify the buzz.
Conclusion:
Our transformational social strategy rewrote the rules at GitLab. We harnessed data-driven insights, navigated crises with empathy, and led the charge in taking the company public, all while focusing on our developer community. Our approach set a new standard in social media engagement, and the impact speaks for itself.
