To generate real results and accomplish long-term goals over social media, businesses need to think beyond simple, one-off campaigns and make a regular commitment to marketing and customer engagement on social media. social media marketing news That's what Ford Motor Co.'s global head of social media, Scott Monty, said today at the "Social Wheels in Motion" session during Social Media Week, which kicked off yesterday in New York City.With nearly 90,000 followers on Twitter, Monty blogs about social media marketing and has developed a reputation as one of the top thought leaders on all things social.Examining some of the campaigns he's managed at Ford, Monty offered attendees some lessons for managing social media for brands.At the core of Ford's social media efforts is an effort to give the company's fans and followers a chance to experience the brand in ways they never expected -- and be rewarded for it. Before the unveiling of the 2011 Explorer, Ford created a Facebook page that gave its fans sneak peeks at features and video interviews with the design team and chief engineer. Another example, the Ford Social site, allows customers to claim badges based on their interests, win exclusive access to industry events and even submit suggestions for new vehicle features.Every Tweet is time stamped, which can be found in gray text directly below any Tweet. The timestamp is also a link to that Tweet’s own URL.Top Tweets are determined by a Twitter algorithm to be the most popular or resonant on Twitter at any given time. They are usually Tweets by people with the most followers or by people who Tweet often.With over 150 million Twitter users Tweeting over 500 million Tweets a day, some topics become more popular than others. social media marketing network When a major earthquake hits Japan or a terrorist bomb explodes in the Middle East, thousands if not millions of people start Tweeting about the event. Usually they will add a hashtag to their Tweets so people can easily follow that topic. The Trends list on Twitter is a real-time summary of the most popular topics being Tweeted about at that moment.