Yes, Youtube, Facebook, Twitter, Live Journal and most other social media and blogging tools are free to use. But the resources required for a company to make these tools effective can be costly. Perhaps a social media program is less expensive than conventional media, and certainly cheaper when compared to buying television time or placing ads in major publications. But at the end of the day, to hire professionals (see Myth No. 3) and run a successful program will require a significant investment.