The traditional business model has focused on business broadcasting messages to consumers. The socialized business model needs to consider how banks can create an interactive relationship with the consumer and how social relationships impact financial ones. Supporting interactive relationships strains the traditional legal and compliance model of bank-customer interactions. Social media can be used to build relationships, create awareness, acquire customers, build brand, service customers and learn about customer needs. Banks need to understand how social business models change perceptions of their brands and influence brand perception of trustworthiness, reciprocity and the norms to which consumers will expect them to adhere. Mobile adds another dimension of location, but also expands usage, which may be paired with social. This new social, mobile world creates new possibilities for understanding, measuring and supporting financial transactions. The challenge is how to measure and analyze these unstructured transactions to support the relationship between the bank and its customers.