Executive Summary: While a Business Strategy for Finance starts with the organisation’s purpose and goals, a social media strategy MUST start with the customer/client/stakeholder target audience. If you don’t start with how the platforms work, you will end up in verticals (products/services) instead of horizontals (target audience) and the whole thing gets very messy, very fast. Let’s look at psychographics, story types, and custom/lookalike/preferred audiences for financial services!