Facebook, Instagram, Snapchat, Twitter, Pinterest—we're in the age of social media. So how about harnessing that power and influence to reach new customers? "Social media is where people spend so much time now," says Janelle Warren Konowal, who relies heavily on social-media channels to promote her Nova Scotia–based school, Element Dance Studio. But changing trends and algorithms can make it harder than ever to reach your target audience. If your social-media marketing isn't returning the results you'd like, you may be making some of these common mistakes.

Mistake #3: Thinking globally, not locally.


Thousands of far-flung followers might look impressive, but the end goal is to appeal to your local community—that's where your clientele is. "It's a way to get people to know you and trust you, and get a glimpse behind the scenes," says Warren Konowal, who began promoting her studio on Facebook even before she opened her school. She held a contest to win $100 in studio credit, which brought in new followers, and posted information about each of her class levels, from toddlers to adults, which brought in clients. She was able to start with a robust 75 students in 2014.

Wolff occasionally "boosts" her Facebook posts, meaning her studio page's post is prioritized in the news feeds of Facebook users who fall within the targeted demographic she selects—families within a 10-mile radius, for instance. She chooses the content and timing of her boosted posts carefully, to make the most of this tool. "I only boost a post if it's related to recruitment or big performances," says Wolff. "The most I spend on a boosted post is $10. During our busy seasons—March and August/September—I might boost two to three posts that I know have solid content: quality photos, slide shows, short videos, professional graphics."

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How does your studio handle enrollment for boys? Photo courtesy of Shona Roebuck

I recently set up a classical ballet partnering master class for my youth dance company. A pas de deux class, if you will—think Swan Lake, Sleeping Beauty and The Nutcracker, etc., chock full of promenades, pirouettes and lifts.

I knew we would have plenty of girls interested in signing up, but enlisting boys is always a challenge.

Without much thought, we offered it for free to boys who attended because, here's the thing: no boys = no class. At least, in a ballet partnering class—every Sugar Plum Fairy needs a Cavalier, right?

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Dance Teacher Tips
Photo by Sean Boyd, courtesy of White

Julie Hammond White is an associate professor at the University of Southern Mississippi, where she directs the dance education BFA. Here, the mother of two (Townsend, 10, and Dominic, 7) takes us through a typical week of juggling her personal and professional life. We caught up with White in October on the first day of work after her fall break. —Jill Randall


6:30–10 am Up and trying to rouse the boys. Throw in a load of laundry, pack lunches, set out uniforms. Drop kids off at school and head to the library. Finish planning advanced ballet.

10:30–11 Read 99 (?!) work e-mails. Taking a few days off is a bad idea…

11 am–12:30 pm Teach advanced ballet. I'm doing what I call "vitamin phrases": 2- to 3-minute phrases that focus on one aspect of ballet (this week, petit allégro).

12:40–1:55 Teach Methods in Dance Education. This is a course that all juniors, regardless of their major (performance/choreography or dance ed), must take to learn how to effectively teach dance in K–12, studios, higher education or community programs.

3:30–4 Grab a quick salad at restaurant across the street. Read letters from the promotion committee—passed the first stage of being recommended for full professor!

4–6 Grade DED 360 papers. These take a while. DED 360 is one of two writing- and speaking-intensive classes for the major. In their papers, students comment on eight areas of diversity as defined by the National Council for Accreditation of Teacher Education and find a media resource that addresses each to compare and contrast their views.

7–8 Grocery: bread, cantaloupe, Go-GURTS, apples, bananas, peanut butter, Nutella, pasta, cheese and oatmeal.

8–9 Laundry. Three loads. Also do a quick pickup of the house.

9 Boys home from day with Dad. They shower, brush teeth and set out their clothes for tomorrow. I sign homework and read them a story. Hugs and kisses, then bed by 10 pm.

10–10:30 More e-mails. Bed.

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Dance Teacher Tips
Photo by Kyle Froman, courtesy of The Ailey School

Depending upon whom you ask, there are different approaches to mastering the art of turning. Whether it's fouetté turns or a single pirouette, every teacher tends to have their own unique way to break down the physics of pulling off balance, strong arms and quick spotting to students. And here's one more visual to consider, courtesy of master ballet teacher Finis Jhung.

Bottom line: There are never enough ways to describe how to do a pirouette.

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Best Practices

Do you call the pirouette position passé or retiré, or do you use both? What about the term élevé? Do you use it? Have you ever considered what these French words actually mean?

“Ballet terminology is somewhat subjective," says Raymond Lukens of ABT's JKO School. “Often there is no definitive way to say something. What's really important is to create a picture in the minds of your students so that they will do the step you're asking the best way possible. You can split hairs forever over this stuff!"

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Viral Videos

Taylor Swift's latest music video for her hit song "Delicate" has taken the internet by storm since its premier at the 2018 iHeartRadio Music Awards. (Is anyone surprised? 💁) If you've been watching headlines, you know that it's simultaneously dancey, goofy, nods at Margaret Qualley's dance advertisement for KENZO and is chock-full of secret messages for all of Swift's biggest fans.

This entertaining video has us reflecting on some other dance-centric music videos we'll never get over. Check out our list of dancey music videos you need to watch right now. Let us know your favorite over on our Facebook page!

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Alicia Vikander in Tomb Raider (Warner Brothers)

Today in Ballet Dancers Are Actual Superheroes news:

You've no doubt heard that the fabulous Alicia Vikander is playing Lara Croft in the newest iteration of Tomb Raider, which hits movie theaters this Friday. But while her training for the high-octane action role was crazy tough, she says, studying at the Royal Swedish Ballet Schoolwas far tougher.

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Dance Teachers Trending
DaSilva (center) teaching at Fiorello H. LaGuardia High School of Music & Art and the Performing Arts Center in NYC. Photo courtesy of DaSilva

Chanel DaSilva has two pillars of focus for every class she teaches: performance quality and musicality. The former Trey McIntyre Project dancer asks her students to really listen and be the music, emphasizing the importance of being expressive artists. She wants students to find that euphoric place dancers feel when they're under the lights with an audience watching. "I want that in class," she says. "Don't wait for the stage."

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