Part of a series of conversations with leaders and innovators in the social business space, hosted by Social: IRL Principal Ben Smith, and Expion VP of Strategy, Zena Weist. Learn more at:http://smartsocial.biz.

Frank Eliason is Senior Vice President of Social Media at Citibank and author of @ YourService. Frank became well known for his pioneering work at Comcast in bringing customer service to the social web under the @ ComcastCares Twitter handle. This work has been recognized by many news organizations, including ABC News, New York Times, and Business Week.

In part three of this interview via Google Hangout, Frank expands on his recent post: http://bit.ly/AreWeAsProfessionalsKillingSocialMedia. In particular, Frank discusses real-time marketing trends and the need for brands to be part of the social media community in a way that delivers value and not detract from user experience.