diff --git a/README.md b/README.md
index 2d3be2e..d5b77dd 100644
--- a/README.md
+++ b/README.md
@@ -214,7 +214,7 @@ enableRobotsTXT = true
 
   # Social media. Delete any item you aren't using to make sure it won't show up
   # in your website's metadata.
-  [social]
+  [params.social]
     email = "me@example.com" # Added to the footer so readers can reply to posts
     twitter = "example" # Twitter handle (without '@')
     facebook_admin = "0000000000" # Facebook Page Admin ID
diff --git a/exampleSite/config.toml b/exampleSite/config.toml
index d5eff2b..9e1f9c9 100644
--- a/exampleSite/config.toml
+++ b/exampleSite/config.toml
@@ -76,7 +76,7 @@ enableRobotsTXT = true
 
   # Social media. Delete any item you aren't using to make sure it won't show up
   # in your website's metadata.
-  [social]
+  [params.social]
     email = "me@example.com" # Added to the footer so readers can reply to posts
     twitter = "example" # Twitter handle (without '@')
     facebook_admin = "0000000000" # Facebook Page Admin ID
diff --git a/layouts/_default/single.html b/layouts/_default/single.html
index 89b58d5..fb30bdf 100644
--- a/layouts/_default/single.html
+++ b/layouts/_default/single.html
@@ -16,7 +16,7 @@
     <a class="blog-tags" href="{{ .Permalink }}">#{{ .LinkTitle }}</a>&nbsp;&nbsp;
   {{ end }}
 </p>
-{{ with .Site.Social.email }}
+{{ with .Site.Params.social.email }}
   <p>
     <a href='mailto:{{ . }}?subject={{ i18n "email-subject" }}"{{ default $.Site.Title $.Page.Title }}"'>
       {{ i18n "email-reply" }} ↪
diff --git a/layouts/partials/social_card.html b/layouts/partials/social_card.html
index 68bb4ca..c55d56a 100644
--- a/layouts/partials/social_card.html
+++ b/layouts/partials/social_card.html
@@ -29,7 +29,7 @@
 {{ $card := $card.Resize "900x webp q100" }}
 
 <!-- Open Graph / Facebook -->
-<!-- Source: https://raw.githubusercontent.com/gohugoio/hugo/master/tpl/tplimpl/embedded/templates/opengraph.html -->
+<!-- Source: https://github.com/gohugoio/hugo/blob/master/tpl/tplimpl/embedded/templates/opengraph.html -->
 <meta property="og:title" content="{{ .Title }}" />
 <meta property="og:description" content="{{ with .Description }}{{ . }}{{ else }}{{if .IsPage}}{{ .Summary }}{{ else }}{{ with .Site.Params.description }}{{ . }}{{ end }}{{ end }}{{ end }}" />
 <meta property="og:type" content="{{ if .IsPage }}article{{ else }}website{{ end }}" />
@@ -63,22 +63,52 @@
 {{ end }}{{ end }}
 {{- end }}
 
+{{- /* Deprecate site.Social.facebook_admin in favor of site.Params.social.facebook_admin */}}
+{{- $facebookAdmin := "" }}
+{{- with site.Params.social }}
+  {{- if reflect.IsMap . }}
+    {{- $facebookAdmin = .facebook_admin }}
+  {{- end }}
+{{- else }}
+  {{- with site.Social.facebook_admin }}
+    {{- $facebookAdmin = . }}
+    {{- warnf "The social key in site configuration is deprecated. Use params.social.facebook_admin instead." }}
+  {{- end }}
+{{- end }}
+
 {{- /* Facebook Page Admin ID for Domain Insights */}}
-{{- with .Site.Social.facebook_admin }}<meta property="fb:admins" content="{{ . }}" />{{ end }}
+{{ with $facebookAdmin }}<meta property="fb:admins" content="{{ . }}" />{{ end }}
 
 <!-- Twitter -->
 <!-- Source: https://github.com/gohugoio/hugo/blob/master/tpl/tplimpl/embedded/templates/twitter_cards.html -->
 <meta name="twitter:card" content="summary_large_image"/>
 <meta name="twitter:image" content="{{ $card.Permalink | absURL }}"/>
-
 <meta name="twitter:title" content="{{ .Title }}"/>
 <meta name="twitter:description" content="{{ with .Description }}{{ . }}{{ else }}{{if .IsPage}}{{ .Summary }}{{ else }}{{ with .Site.Params.description }}{{ . }}{{ end }}{{ end }}{{ end -}}"/>
-{{ with .Site.Social.twitter -}}
-<meta name="twitter:site" content="@{{ . }}"/>
-{{ end -}}
+
+{{- /* Deprecate site.Social.twitter in favor of site.Params.social.twitter */}}
+{{- $twitterSite := "" }}
+{{- with site.Params.social }}
+  {{- if reflect.IsMap . }}
+    {{- $twitterSite = .twitter }}
+  {{- end }}
+{{- else }}
+  {{- with site.Social.twitter }}
+    {{- $twitterSite = . }}
+    {{- warnf "The social key in site configuration is deprecated. Use params.social.twitter instead." }}
+  {{- end }}
+{{- end }}
+
+{{- with $twitterSite }}
+  {{- $content := . }}
+  {{- if not (strings.HasPrefix . "@") }}
+    {{- $content = printf "@%v" $twitterSite }}
+  {{- end }}
+<meta name="twitter:site" content="{{ $content }}"/>
+{{- end }}
 
 <!-- Microdata -->
-<!-- Source: https://raw.githubusercontent.com/gohugoio/hugo/master/tpl/tplimpl/embedded/templates/schema.html -->
+<!-- Source: https://github.com/gohugoio/hugo/blob/master/tpl/tplimpl/embedded/templates/schema.html -->
 <meta itemprop="name" content="{{ .Title }}">
 <meta itemprop="description" content="{{ with .Description }}{{ . }}{{ else }}{{if .IsPage}}{{ .Summary }}{{ else }}{{ with .Site.Params.description }}{{ . }}{{ end }}{{ end }}{{ end }}">