When making a TV commercial, do this test: View with audio off. Did you get the message? Were you persuaded? Then turn away from the video and listen to the audio. Will the audio alone be enough to get you to take the desired action. Take advantage of both capabilities to maximize the consumer reaction.
The media cost of social media can be as little as the time and effort put forth to make contact with customers. That looks like a pretty great business investment to me. A real no-brainer.