Some organizations have a "friends with benefits" relationship with their social media. It's the thing they do when they're feeling lonely, after a night out at the bar, or the safety net when they look around and all their friends are married with kids.
Are they all in, or aren't they?
Looking at their feeds, you don't know where they stand. It's purgatory. A flurry of enthusiasm over there, apathy over here. Ghosting for a while...then back with a vengeance.
In relationships like these, an organization needs to sit down with their social media over a cup of coffee and offer an ultimatum where both parties lay all their cards on the table saying, "This is what I can offer you. If this works for you, great. If not, I need to move on."
Social media marketing is investing yourself in a committed relationship, not a side-piece.