Add social media (twitter, mastodon, youtube) guidance. (#1520)

* add social media guidance

* Update social-media-guide.md

Co-authored-by: Daniel Dyla <[email protected]>

* address feedback

* review comments

* add linkedin

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Co-authored-by: Daniel Dyla <[email protected]>
Co-authored-by: Trask Stalnaker <[email protected]>

social-media-guide.md

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+# Social Media Guide
+
+This document is a loose set of policies and guidelines for social media usage
+by the OpenTelemetry project. It is not intended to be an exhaustive list of
+what and how we should post or market the project, but more a set of principles
+and values that we should follow in order to maintain consistency and
+professionalism.
+
+## Our Goals
+
+OpenTelemetry's use of social media (Twitter, LinkedIn, YouTube, Mastodon, etc.)
+is intended to help us achieve the following goals:
+
+- Increase awareness of the project.
+- Highlight the work of contributors and maintainers.
+- Help educate and inform users and potential users of the project.
+
+## Our Values
+
+OpenTelemetry is a community-driven project, and as such, our social media usage
+should reflect our community standards. Please familiarize yourself with our
+[mission, vision, and values](./mission-vision-values.md) as well as our [code
+of conduct](./code-of-conduct.md) as the primary reference for how we should
+represent ourselves and conduct ourselves on social media.
+
+## Guidelines for Social Media Usage
+
+When creating social content, keep the following general guidelines in mind:
+
+- Be professional and courteous.
+  - Avoid hyperbole and exaggeration, or "extremely online" references and
+  behavior.
+- Do not use OpenTelemetry social accounts to promote a specific proprietary
+  product, company, or service.
+  - It's OK to refer to a specific product or service in the context of a
+    technical discussion, but avoid promoting a specific product or service
+    over others.
+  - It's also OK to recognize and name individuals employers in the context of
+    their contributions to the project.
+  - Generally, avoid naming specific companies or products in a way that could
+    be construed as an endorsement or an opposition.
+  - Never use OpenTelemetry accounts to denigrate, demean, or otherwise make
+    negative statements or claims about specific people, companies, products,
+    services, or other projects.
+- Focus on our overall goals when creating social content.
+  - This doesn't mean we can't be fun, or have fun, but we should try to keep
+    social content highly relevant.
+  - Highlight and celebrate our contributors, releases, achievements, and other
+    'sister' projects or initiatives in the CNCF/Open Observability world.
+  - Strive to reflect our DEI values in our social content.
+
+An example of content we should strive to regularly post:
+
+- New blog posts, videos, or other content from the project.
+- New major releases, especially if accompanied by a blog.
+- Ecosystem developments (new exporters, new instrumentation, new tools, etc.)
+- New SIGs, WGs, events, or other groups.
+- Surveys, polls, or other community engagement activities.
+
+## Official Social Media Accounts
+
+The following is a list of official OpenTelemetry social media accounts:
+
+- Twitter: [@opentelemetry](https://twitter.com/opentelemetry)
+- Mastodon: [@opentelemetry@fosstodon.org](https://fosstodon.org/@opentelemetry)
+- LinkedIn: [OpenTelemetry](https://www.linkedin.com/company/opentelemetry/)
+- YouTube: [@otel-official](https://youtube.com/@otel-official)
+
+## Questions and Feedback
+
+If you have questions or feedback about these guidelines, please reach out to
+Austin Parker on the CNCF Slack or email the [comms mailing list](mailto:[email protected]).