"Less about a campaign, more about a commitment"

I can't stand Fox News but they had a great interview with Scott Monty who is the head of social media for Ford Motor Company. He convinced the CEO of Ford to take questions directly from the consumers using Twitter as the platform for interaction. One of the best quotes happens half way through the video when Scott talks about social media marketing being less about a advertising campaign and more about a commitment. I think this is the philosophy that makes or breaks a social media assignment and this commitment regulates the longevity of the efforts put into the assignment.