Carousel Center and the Destiny USA expansion is creating a social environment online.

Their social media initiative was launched in October of last year, focusing on three main platforms — Facebook, Twitter and Foursquare, said Destiny USA’s Sara Wallace.

“Social media is that real-time platform where you can reach so many people and you’re all on the same level,” Wallace said.

She manages the shopping center’s three social pages, and is working with Syracuse University to better Destiny’s effective use of social media. Destiny USA is partnering with the iSchool’s Social Media for the Enterprise class. The class, run by professor Anthony Rotolo, is taking on two clients for the semester. The 80 students become engaged in how businesses are using social media to effectively communicate with the community.

“It was a great opportunity for us to reach out to one of our biggest target markets — college students,” Wallace said.

She attends the class as often as her schedule allows, working with 40 students in seven topic areas. The students study what they’re doing, help decide new ways to continue in social media, and write papers to assist.

“Right now, the real focus is generating anticipation for the opening of the expansion, providing information and updates,” Wallace said.

The shopping center’s Facebook and Twitter pages are often used to announce newly-signed tenants and broadcast events happening in the mall.

“When we started the social media page, it was how do we get people attracted to our page and how do we get them excited?” Wallace said. “ If we do it through social media, they can find additional information, it’s sort of an initial draw. It’s providing information directly to the consumer as opposed to going just through the media. The media has been helpful, but this is another way for us to reach out to the consumers directly.”

Destiny is also using Foursquare to offer deals on brands currently in the shopping center.

“It’s a great opportunity for us through our rebranding phase, when we become Destiny USA as a whole,” Wallace said. About 30 brands and stores in the mall are providing promotions on Foursquare now, which are unlocked when you “check-in” to those locations.

“Social media is the place where people can ask questions and provide feedback right online,” Wallace said. “It may well be a question that 20 or 30 other people have — It’s a great place to answer that question so that other people can see.”