how much does social media really cost?

Social media can be exhausting. To do it well takes a lot of time, effort and knowledge. Social media aggregator tools (like the one that i have been using--Yoono) are great, but at the same time can be so distracting that you can literally spend your entire day clicking and reading on links that are posted, replying to tweets and starting conversations. Then, there are the other social media aspects to pay attention to--blogs, comments on blogs, mainstream media, etc. i think that I can literally make a career out of being on social media all the time looking for a job in social media (any takers?)...

This doesn't even talk about the dollars and cents cost of social media, and hiring an outside consultant can run a nonprofit A LOT of money. Insanity. Some excecutives at nonprofits reject the idea of social media because they think that it's a fad, while others may reject the idea because it is just too expensive. At a resource strained nonprofit, can you blame them??