You raise a good point: even if we did create this culture of nitpicking, are the people managing social media engagements capable of standing up to the criticism? As you point out in many instances they are not. Maybe we should create a culture full of nitpickers and backbone?

Too many people rely on just getting their clients to trust them so that they don't have to constantly defend every decision that they make, which can seem like a never ending tunnel in a highly regulated space like pharma or healthcare.

While difficult and challenging, being able to survive that never ending firing squad of people challenging your social media strategy will only make you (and your ideas) stronger. It is just that not enough of us social media/PR people have the backbone to stand up tall and relentlessly defend our ideas until we either win the client over or come out the other end with an even better and stronger idea that directly correlates to the client's highest needs.