At least at my company, it’s normal to have technical writers, project managers, etc. have GitHub accounts as well. I could easily see them getting to 90M active users, regardless of how many programmers there are.
You could raise the same argument about all the time they spend releasing open-source software, or producing the really great presentation slide decks that they do.
Regardless of the fact that a well-designed application encourages people to use it more, the fact that GitHub provide their employees with the opportunity to produce such well-polished interfaces is an incredible marketing tool for potential new recruits.
At the end of the day, it all fosters an environment where developers want to be The Guy That Works at GitHub, and all the great talent they attract just bolsters their position even more.
> GitHub works because people are sharing their code. If you worked on a marketing campaign, are you going to release your market research with what works best to your competitors? If you create a product, are you going to ignore patents and release that design/schematic for free?
Why not share the campaign details after the campaign is over? What do you have to lose? Should you really rinse and repeat for the next marketing campaign? No. that's lazy.
Perhaps marketing campaigns are a bad example, but let's say a KPI Dashboard or a set of tools that worked well to make better informed decisions
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