Media of The Plastic Surgery Institute Of Miami - Research Paper Example

Task: Media of the Plastic Surgery Institute of Miami The plastic surgery institute of Miami makes use of the social media in planning their business effectively. To achieve a media strategy, they formulate goals to be achieved and how the social media will help in achieving the goals. The surgery institute sets concrete, measurable and achievable goals. Its management engages with their fans through the social media by giving their clients reasons to talk about their surgery services and encouraging other new customers to visit the institute.

Before engaging on social media, the management determines the prospective and customers with whom to engage with for the purpose of helping them to know their characteristics and to create a set of marketing personas for the targeted segment. To achieve this, the institute strives to understand the point of view and activities of their target market. The institute, therefore, keeps record of their customer’s past purchases, think demographics, psychographics, interests and priorities. It also seeks knowledge of the social media behavior of their targeted customers and where they engage in social media since not everyone is on social sites, like the Face book.

Due to the risk of spending more time on social media than expected, the management of the institute is strategic with time usage on social media and has a social media plan to help them find the right balance. The institute uses existing communications like the email and in-store for the purpose of encouraging customers to get onto social media to engage with them. The plastic surgery institute of Miami creates social media objectives to establish a specific, targeted strategy for the involvement of social media for proliferation of their business.

It uses tools provided by their social media clients to gauge the effectiveness of their current social media strategy. The management officials of the institute monitor their Face book social media page insights, for instance, to determine the “Like” clicks and the generated feedback like the comments. The institute also records the traffic that their site receives each month in terms of unique visits and page views. The statistics are obtained from services like Google Analytics and later used to set traffic goals for the institute’s site.

Ways of increasing media impressions are investigated by using social media dashboards like the Hoot suit and Tweet Deck to enable the institute to send tweets without using the computer. In media selection, the plastic surgery institute of Miami determines the medium to use in advertising their services by first understanding their target market. The management of the institute figures out the type of customers being dealt with, their buying process, where they buy, how they buy and the effect of competition.

After understanding their customers, the institute selects the medium type (Radio, TV, and Display Ads) that will reach a great number of the desired targets. The institute observes the advertisement medium used by their competitors to enable them decide on the most effective medium to use. Since the internet is the first place customers go, the institute searches online to affirm that it easy for their customers to access their website. The officials of the institute, also, visit their target markets to get information from people on which TV channel they watch, what they read and the websites they visit the most.

They also use specialist media buying agencies to help them with selecting the best media to use for their advertisements. In media planning, the plastic surgery of Miami plans advertising campaigns for their services that reach intended customers, with a minimum cost. Since social media platforms facilitate conversation between individuals and not companies, the institute strives to have a sense of other peoples’ talking. This enables the management of the institute to identify the appropriate people to engage in media planning.

The institute selects luxurious vehicles for their campaigns to impress the targeted audience. Under media buying, the institute operates with creative agencies, who design their advertisements (Field 99). They, then, get their advertisements on the television, radio, billboards, cinemas and online. The institute negotiates the best possible prices with media owners such as radio stations, television, website owners and magazine publishers for airtime or space. The institute buys media at competitive prices due to high demand of the media services.

However, the institute is devising ways increasing effectiveness of advertising their services at a reduced price. Social media is an incredible tool for business since it provides organizations with more customer insight, direct channels of communication and the ability to measure the effectiveness of the conversations. Work Cited Field, Shelly. Career Opportunities in Advertising and Public Relations. New York (NY): Facts on File, 2002. Print.