Ok friends - it’s officially fall, and teachers and studio owners everywhere are in full back to dance mode. And one thing on all our to-do lists is to update, refresh, and organize our social media. The pandemic has made social media even more important, as we work to communicate important information, stay connected with students and family, reach new potential students, and keep our current ones engaged and entertained.

Which is why you need to ready today’s Backstage Blog with dance professional and Founder of 8 Count Content, Kelly McAuley. She has a real legacy background in dance, and has combined that expertise with values based content creation, specifically for dancers, teachers and studio owners. Plus, she’s just a blast to get to know and hang out with! (Have you seen her social media posts? So fun!)

Read on for Kelly’s top tips for social media do’s and dont’s to get yourself set up for social media success this season!

KC: What's your background with dance?

KM: I’m a 4th generation dance professional, teaching tap & jazz in and around the Boston-area. My background goes beyond me. My great grandmother owned a studio during the Depression; my grandmother took over that studio and later ran two studios with my grandfather; and my mother was a studio owner as well. AND, my great uncle is the late, Gene Kelly. I used to think dance was our family business, but I recently realized the business of dance has always been our family business.

KC: Was it love at first plie?

KM: I think it was more like love at first pair of tap shoes! There were times when I was more into dance than others, but I cannot deny it. It really is in my blood!

KC: Who are your dance heroes, and why?

KM: My family of dancers are my dance heroes! I look back at old family photos and the years upon years of dance recital program and I just know how many lives they touched and changed. As an adult, I hear folks all the time say that they grew up taking ballet or tap or jazz. And they always remember their dance teacher. Their names, their kindness, dedication, strictness. I just think about all the years of recitals with so many students that my grandparents and mother taught. It’s gotta be tens of thousands of dancers. The dance teachers are the real heroes and I’m lucky to have had some great ones that came before me. I can only hope my own students will look back at me with such great memories.

KC: Tell us about your business, 8 Count Content.

KM: In simplest terms, I help dance studios and dance professionals discover what they stand for, put it into words and images, and share it with the world. In fancy marketing terms, I help dance professionals with brand and content strategy. In dance terms, I help dancers find their perfect alignment (mostly through online branded content!)

KC: How did you get into marketing for dance studios?

KM: When you look at my family tree, you’d think I might also own a dance studio. (Never say never!) But I decided to study another love in higher ed – communications. Namely, journalism and advertising. And so instead of owning a dance studio, I went to work at an ad agency as a copywriter while teaching dance on the side. And it’s what I do today–creative director by day, choreographer by night.

I have my mom to thank for getting me into marketing for dance studios. While in college, I helped her design her ads, write her brochures, put together marketing plans, design recital t-shirts, write radio ads. All of it.

And that was it… until I became a dance mom.

I was trying to find a studio for my daughter to attend and I couldn’t find anywhere that was really aligned with our values. We tried a few before I realized why it was hard to find someplace I felt at home -- I didn’t know what these studios were REALLY about before that first class. They weren’t communicating their brand and values to me through their marketing and online presence. That’s when I thought… I could help!

KC: What has been something that surprised you with your work doing marketing for dance creatives?

KM: Narrowing in on how I can best serve the dance industry has been harder than I thought. I want to share everything I know and I can’t share it all at once. Just as I have to edit any dance I put up on stage, I’ve really had to edit myself with how I share the years of advertising and branding experience I’ve acquired.

KC: How has COVID affecting your work?

KM: Well, I’ve been teaching virtual tap class since the beginning of the 2020 pandemic. All of the places I teach (higher ed and private school) have not allowed in-person classes with part-time faculty. I’m fortunate that my schools are able to support these online classes. There are no performances to speak of but the connection with my students has been the bright spot in a dark year.

On the marketing side of things, it definitely slowed down. I was working primarily with dance studios. Many were or have been closed for parts of the pandemic, and in business in general, marketing budgets are always the first to go. Since then, I have been able to work with more professional dancers and contractors who are either building their businesses through online dance training or

KC: Are there any cliches or preconceptions about dance you try to correct in your teaching and/or work?

KM: The “I can’t dance” thing doesn’t fly with me. If you want to dance, dance. My favorite classes to teach are mixed level. I love how the dancers can learn so much from those above and behind their skill level.

From a marketing perspective, the misconception I love to tear apart is that you need to please everyone – from a studio or a dance professional perspective. It’s not your job to make everyone happy and like you all the time. I focus on branding with my clients and making sure that they understand it’s better to stand for something, even if some folks don’t like it. That’s how you find your people and build the career and/or business that aligns with the work you want to do.

KC: Is there one thing you think the dance community needs more of, less of, or to get better at?

KM: Right now, the dance community really needs to check ourselves when it comes to what we share online.

I get that we want to show off our students. I want that for me and for you too. But we have to be careful we’re not oversharing on behalf of our dancers. (In parenting circles, this is called “sharenting,” where you’re not respecting your kids’ privacy online.) We need to make sure our dancers know when their image will be used. We need to have a plan for what we’re sharing so we’re not exposing our dancers to any harm.

And... we need less crotch shots on social media.

KC: Amen to that! What's next for you and your businesses? Do you have any exciting projects on the horizon?

KM: I always have a list of projects -- some are more exciting than others, of course.

Right now, I’m working on introducing a series of Canva & Caption templates for dance pros. There are currently three available: Inspirational Phrases, Carousels for Studios & Scrapbook Style Content Packs

I’m always taking one-on-one clients for ongoing social media strategy and content creation. And my newest project is “Site-2-Social,” a specialized social media package for dance brands, studios and professionals.

KC: So much to look forward to! And now, just for funsies…

Burritos or tacos?

KM: Tacos.

KC: Legwarmers or ballet skirts?

KM: Legwarmers?

KC: Disco balls or rainbows?

KM: Rainbow disco balls. :)

KC: Center Stage or Flashdance?

KM: Center Stage!

KC: One word to describe yourself?

KM: Wordy.

Any burning social media questions for Kelly? Drop them in the comments and let’s keep the great tips and conversation going! Make sure you’re also following Kelly on social media!

Happy dance content creating!

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