Claim
The irony is that the person handling social media, from ideation to execution, for a brand is often the least interested in social media and doesn’t want to do it at all, mainly because of the constant back-and-forth they have to deal with, something no one really talks about.
Mechanism
The constant back-and-forth in approvals, revisions, and stakeholder management drains the creative energy and enthusiasm of the social media manager, making them disengage from the very platform they're supposed to champion.