The document discusses the true costs of social media marketing beyond just setting up accounts. It notes that while setting up social media is free, using it effectively has real costs. Some of the key costs discussed include planning a comprehensive strategy, dedicating staff time to create and share content, monitoring analytics and engagement, advertising and promoting posts, and opportunity costs of the time spent on social media that could be spent on other marketing activities. The document aims to help businesses understand the full costs involved so they can properly invest in social media networking.