Social networking and platforms like YouTube, Facebook, Twitter, Instagram and Tumbler are changing the way we share and interact. Unlike traditional broadcast channels, these new channels encourage participation, feedback and dialog, but in an environment steeped in traditional processes that discourage transparency banks are sometimes finding the shift towards a more socially engaged brand a challenge. This week on Breaking Banks we interview two leading social media voices in the financial services space – Frank Eliason is the Global Director of Social Media for Citigroup, and Author of @Your Service (published by Wiley in 2012) and Simone McCallum, a pioneering Social and Community Strategist for ASB Bank in New Zealand. How do brands co-exist in a world where as a consumer I trust the crowd more than I trust what the “brand” tells me about it’s own products and services?