Social media can be substantial free advertising if you are self employed. Personally, it would be smarter for me to take advantage of social media than go out of business and have to set my alarm clock 5 days a week, drive to and from work five 5 days a week, have my day hours not my own, and do the bidding of someone else who decides what I do all day. Youtube is considered social media and can host videos for free that would cost a fortune otherwise. When Alex Jones was banned from Youtube he had to host his videos on his own servers which cost him millions in bandwidth every year.