The implementation of Vertatique's social media presence is informed by two key strategies:

the "create once, publish many" strategy I have applied to my work in all media, social or otherwise, and

the strategy of rapidly prototyping/launching online assets using no/low cost open components rather than incurring traditional web development expense. The latter should be reserved for true value-added components; re-implementing the work of other does not creating new value.

When I set up Vertatique three years ago, I decided to use an open-source content management system (CMS) called Drupal. This decision has enabled me to constantly innovate with no development and little support expense.

For Twitter, I was able to locate and easily install an existing Drupal module that would generate a Tweet from the title of a post. A related decision was whether to publish to my "personal" Twitter account or to create a new account. There are arguments for either approach, depending on your objective. I decided to create a separate Twitter account (@GreenICT) to publish this specific business topic and I use that account to follow others on the same subject.

I'm currently investigating the best way to publish to Facebook. The Vertatique "Personal e-Green" (see Quick Link on left) posts are now feeding my personal Facebook page, accomplished by integrating Drupal's page-specific RSS feed with Facebook Notes.

Since I'm using my personal Facebook page for this test, I decided to just publish the Personal e-Green subset of all Vertatique posts to stay consistent with the experience of a personal Facebook page. Vertatique could have its own Facebook presence in the future.

Real Simple Syndication (RSS) is not a social media technology per se, but remains a viable mechanism for content distribution. It is the basis for the Facebook integration described above and how we are syndicating content to the Hollywood Post Alliance's website.

These techniques demonstrate "push" (Vertatique to Twitter) and "pull" (Facebook & HPA from Vertatique) content distribution.

(Social media reference for this page: tinyurl.com/oeuuht )