By DAVID BERTOLA
dbertola@bizjournals.com | 716-541-1621

Those who manage popular tourist sites need to get the word out about what's going on, address customer issues and promote the venue. And perhaps the best way to accomplish all this and more is by having a strong presence on the popular online social networking websites Facebook and Twitter.

In hs job as promotions manager, Mike Schuler manages both for Darien Lake Theme Park and Resort. He and others with similar roles at area attractions have built up and execute solid communication strategies around both websites. Doing so has become as much a part of their daily routines as returning emails or picking up the phone.

Schuler said the Darien Lake Facebook welcome page promotes what's going on.

"Facebook is a great way to bring our brand and experience into (Facebook visitors') everyday lives, and it's a way to have feedback into a guest's experience at the park," Schuler said. "People talk about having the finger on the pulse of your guests. Online social media let's you have your finger on their heartbeat. You can see what they are saying, right in front of you."

Once in awhile, he said, he'll post a deal or ticket promotion exclusive to Facebook. But he doesn't do that all the time, for fear of shutting out people who don't use the site. But for those who want to be first to learn about what's going on there, Facebook is the place to be.

On Darien Lake's Facebook wall, Schuler posts information and fields inquiries on a range of topics: the campground, season passes and seasonal job applications.

He responds almost immediately to all inquiries, which indicates to the questioner and others reading the posts that concerns are addressed in a timely manner. This is a must when managing such sites because it reflects good customer service.

Like Schuler, Buffalo Zoo marketing manager Michael Powers addresses Facebook inquiries. He said there aren't many complaints posted there.

"Sometimes people will voice a concern. Maybe they were disappointed that an animal wasn't in an exhibit and we can tell them why," he said.

Generally speaking, if someone does have a complaint, a good rule of thumb is to offer assistance. But then, get that person to talk about the issue offline to mitigate against more negative comments.

"I thank them for their post, then I send an email explaining that I want to further understand their concern and ask them to email or call me," Schuler said.

Jennifer Starkey, communications manager at Niagara Tourism and Convention Corp., monitors keywords and topics discussed at Twitter and Facebook and responds directly.

Like Schuler, she said she doesn't want to be constantly selling at the sites.

"If I were a user of the page, I wouldn't want someone pitching to me all the time," she said.

So she mixes up the nature of the posts: contests, packing tips or facts about the region are common.

"Don't bore your fans," Starkey said, "otherwise they won't interact with you."

Earlier this year, she saw a Twitter post from a man in Naples, Italy, who was planning a Niagara Falls vacation and inquiring about a visitor guide.

As a global destination, she gets inquiries all day and night, and she felt obligated to respond.

"I used to respond to Twitter posts at 2 a.m. from across the world. It was an expectation as a global brand managing a huge group of inquiries from so many people at all hours of the day," she said.

Today, Starkey primarily responds from 8:30 a.m. to 5:00 p.m. Eastern time. She said she loves online social media and keeps up with Facebook and Twitter from her Blackberry during lunch or occasionally after hours. But there's no guarantee she'll respond as the midnight oil burns.

"Otherwise, my entire life would be consumed with Tweeting," she said.