Building an online presence with Drupal and social media. Quick tips and self-assessment. For more tips and a free consultation, email reva@templateserve.com.

1. Presented by Reva McEachern
Principal, Reva Digital Media LLC

2. What you will learn:
Drupal, what’s in Core, top modules to extend.
How to assess your digital fitness.
How to optimize on-site social media content.

4. Drupal
Open source CMS/CMF
PHP over MySQL
Modular and scalable
Vibrant community
Modules and Themes

5. Architecture

6. Drupal Core Content Types
Article
Basic page
Blog entry
Forum
Poll
Book page
Structure > Content types > Add content type

7. Content Construction Kit
The Content Construction Kit allows
you to add custom fields to nodes
using a web browser.
FileField
Date
Embedded Media Field
ImageField

8. Drupal Core Modules
Aggregator
Block
Blog
Book
Comment
Search
Statistics
Taxonomy
Trigger
User
Contact
Forum
Upload
OpenID
Path

9. Other useful modules
WYSIWYG – Abstraction layer to integrate an editor
Views – Control presentation of data
Content Access – Sets role-based permissions to content
Token – Placeholders, like %site-name or [user]
Automatic Nodetitles – Generates nodetitles automatically
Pathauto – Generates path automatically

10. Drupal Tips
Plan your site
Backup your site and db
Use “green” contributed modules
Avoid hard-coding
Don’t go overboard with modules
Learn PHP, but until then, leave it alone
Never hack Drupal core

12. Social media benefits
Free testing ground to discover content that best
resonate among specific demographics within a
community.
Connect with your customers. Discover new
opportunities.
Build your brand and reputation. Establish thought
leadership.

13. Assess Yourself - Crawler
Limited investment in social
channels and earned media.
Unclear where audience is most
likely to engage or types of
content could you use to engage
them.
Education

14. Assess Yourself - Walker
Steady investment in at least one
social platform, but no integrated
approach to paid and earned.
You’re not entirely in tune with what
it all means. Your partners, or
activities are not aligned.
Plan

15. Assess Yourself - Runner
Integrated, consistent and
actively measuring
performance.
Strategically allocating time
and money across
channels.
Measurement

16. Assess Yourself - Marathoner
Seamless integration across
channels; coordinated, aligned,
measured, budgeted.
Experimenting with new social
media platforms.
Experiment

18. Curating and Networking
Curating Networking
Facebook
LinkedIn
Tumblr
Pinterest
Google+
Twitter

19. 4 Facebook Tips
Use Timeline to share your rich history, and Put fans at
the center of your brand’s narrative.
Place your fans’ passion points front and center. Promote
user-generated content.
Showcase a multidimensional or dynamic side of your
brand. But be careful and double check.
Pin a new post every 7 days and star important
photographic posts.

20. 4 Google+ Tips
Create a page and optimize it like you would the home
page of your website.
Add people related to your business in your circles.
Post regularly on topics related to your business or area
of expertise.
+1 content that is relevant to your industry, remember
it’s now Search + Your World.

21. 4 Tumblr Tips
Optimize your Tumblr pages using basic SEO best
practices.
Install the Tumblr bookmarklet into your browser.
Analyze articles, add your own point of view and your
own links. Don't plagiarize.
Integrate Tumblr with Twitter and your Facebook
brand page.

22. Tumblr SEO Tip #1
Beef up the <title> tag and add description tag.
Add the Post Summary to the Title, as its more likely to
gain you search spots than the title alone.
<title>{block:PostSummary}{PostSummary} -
{/block:PostSummary}{Title}</title><meta
name=”description” content=”{MetaDescription}”
/>

23. Tumblr SEO Tip #2
Use your tags as keywords.
Basic SEO 101, add meta keywords, but we’ll leverage
off of Tumblr to dynamically add them.
<meta name=”keywords”
content=”{block:Permalink}{block:Posts}{block:Tags
}{Tag},
{/block:Tags}{/block:Posts}{/block:Permalink}” />

24. Tumblr SEO Tip #3
Upload your sitemap.xml in Google
Webmaster tools.
Add Google Analytics to track
progress.

26. Social Media Optimization
When users share links across social networks such as
Facebook, share previews are generated in activity streams.
The information show in the preview is constructed based on
your page title, description and share preview tag.
If no image is defined, the first on-page image is displayed
and the user is presented with all the images on the page to
scroll through and choose from.

27. Share Preview Tag
By defining the
share preview tag
you can control the
image that
represents you or
your brand in social
streams.
<link rel="image_src"
href="http://www.domain.com/share.png" />
Open Graph meta tags

28. Open Graph Protocol
New set of metatags that combined with social plug-ins such as
the Like Button enable integration into Facebook's social graph
Use a shorter, cleaner title for Facebook that places the brand
name at the front of the tag (contrary to SEO on-site best
practices for TITLE tags).
<title>My SEO Title With Keywords and Stuff – My Brand</title>
<meta property="og:title" content="My Brand on Facebook" />
<meta property="og:description" content="Description" />
<meta property="og:image" content="http://brand.com/share.png"
/>
Open Graph meta tags

29. Our Services
Website and Software development
Search and social media optimization
Instructional design and LMS development
Template creation PSD to HTML/CSS & JS