Frank Eliason is Senior Vice President of Social Media at Citibank, and author of @YourService.
Frank became renowned 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.
Parts one and two of the conversation were shared in an earlier post, with valuable insights from Frank on the @ComcastCares backstory and birth of social customer service.
Parts three and four of the conversation are embedded below.
In part three of this interview via Google Hangout, Frank expands on his recent post Are We, Social Media Professionals, Destroying Social Media. In particular, Frank discusses real-time marketing trends and the need for brands to be part of the social media community in ways that deliver value and not detract from user experience. .
In concluding the interview, Frank answers the question “what does smart social mean to me” with some valuable advice for brands: If you want to win in social, concentrate less on social itself, and more on creating remarkable customer experiences.