PEMANFAATAN THE CIRCULAR MODEL OF SHARE, OPTIMIZE, MANAGE, ENGAGE (SOME) PADA KLINIK KECANTIKAN (Studi Deskriptif pada Akun Instagram Kimaya Beauty Spa and Experience @kimaya_experience)

This study aims to examine the utilization of the Circular Model of SOME (Share, Optimize, Manage, Engage) in Kimaya Spa's marketing communication strategy through its Instagram account, @kimaya_experience. As a visually oriented social media platform, Instagram serves as the primary medium for Kimaya Spa to reach its target audience of women aged 16–40 years. This descriptive study employs a qualitative approach, utilizing interviews, observations, and digital document analysis to collect data on the marketing strategies implemented.
The findings indicate that the "Share" strategy is implemented by distributing engaging visual content, such as photos and videos of spa services, customer testimonials, and promotions through Instagram Feeds, Stories, and Reels. In the "Optimize" stage, Kimaya enhances content performance by using relevant hashtags, analyzing trends, and ensuring visual synchronization with brand values. The "Manage" stage involves actively managing audience interactions, utilizing Instagram Insights to monitor content effectiveness. The "Engage" stage is realized through interactive campaigns, giveaways, and collaborations with influencers to increase audience engagement.
The application of The Circular Model of SOME has enabled Kimaya Spa to enhance brand awareness, foster audience engagement, and effectively expand its marketing reach. This study provides practical insights for business practitioners in designing a sustainable digital marketing communication strategy based on social media platforms.