from django.conf import settings as django_settings
from django.utils.translation import ugettext_lazy as _

def settings(request):
    if not getattr(django_settings, "SOCIAL", None):
        return {}
    return {
        "SOCIAL_FACEBOOK": django_settings.SOCIAL.get("FACEBOOK", ""),
        "SOCIAL_TWITTER": django_settings.SOCIAL.get("TWITTER", ""),
        "SOCIAL_GITHUB_REPO": django_settings.SOCIAL.get("GITHUB_REPO", ""),
        "GOOGLE_ANALYTICS_ID": django_settings.SOCIAL.get("GOOGLE_ANALYTICS_ID", ""),
        "SITE_TITLE": _("People's Archive of Rural India")
    }

from django.conf import settings as django_settings
from django.utils.translation import ugettext_lazy as _

def settings(request):
    if not getattr(django_settings, "SOCIAL", None):
        return {}
    return {
        "SOCIAL_FACEBOOK": django_settings.SOCIAL.get("FACEBOOK", ""),
        "SOCIAL_TWITTER": django_settings.SOCIAL.get("TWITTER", ""),
        "SOCIAL_GITHUB_REPO": django_settings.SOCIAL.get("GITHUB_REPO", ""),
        "GOOGLE_ANALYTICS_ID": django_settings.SOCIAL.get("GOOGLE_ANALYTICS_ID", ""),
        "SITE_TITLE": django_settings.SITE_TITLE
    }

Remove the hardcode from the settings.