Franklin Diaz Latin Dance Company offers salsa partner work and body movement.  A great emphasis is put on isolations and body control with a focus on letting go, feeling the music, and dancing from the heart.  The business is run by Franklin Diaz, who personally teaches all the classes (which I attend!).  He is a well known Salsero (male salsa dancer) in the salsa community.  Franklin does not have a social media presence, with the exception of a Yelp business and a personal Facebook page. 

Facebook.  Setting up a Facebook business account will make the dance company relevant and raises the word of mouth potential drastically.  A quick search on Yelp resulted in 61 salsa dance schools in NYC and he has to differentiate his from the rest.  

• Video Examples of his movement technique should be included.  Simple instructional videos that are easy to follow will ease the anxiety of potential students because they will see they can do the moves too.  Videos showing advanced dance movement will show what they can achieve with practice and help advanced students practice at home.  The strength of his school compared to others is in his focus on moving your body, not just placing your feet and that needs to be shown. 

• Status Updates should often be in the form of questions. This is how the site becomes interactive. For example, "how do you deal with becoming discouraged in dance class?” is a question people can respond to but they can also read the responses of other students.  That builds a community.  If you create conversation with your students, you will build a relationship and that fosters loyalty.    

• Post at 11am on Wednesdays (according to mashable.com, highest activity on Facebook is 3pm Wednesdays).  If you post by 11am, your post is visible for the 3pm rush.  You want as many people to see your post as possible without over posting and taking over their news feed. 

•  Offer Facebook Promotions Create posts advertising discounts on a “limited time” basis, such as “$5 off Friday’s class if purchased by Wednesday” and include a link to Paypal or “bring a friend day” where a customer brings a friend, who can dance for free.  Just like the workout buddy system, students are more likely to attend classes if they come with a friend.  If you can get their friends to join, then they are more likely to return week after week. 

Franklin Diaz is one of the few dance instructors that has focused on what salsa is all about – Latin rhythm interpreted through your body.  He has a great advantage over schools that simply teach basic steps and choreography.  He has a loyal student base but can now expand that base using social media efforts such as Facebook.