Social Media is a Team Effort

I came across this post from Chris Brogan's blog in which he compares social media to a recent football game he was watching. What he was trying to get across in the post is that just like how football games can not be won solely by the quarterback or head coach, people will have trouble convincing companies to adopt social media if the industry is filled with solo players. To make things work in social media, every part of an internal + external team should be assigned a task. Instead, companies are assigning all these tasks simply to one person in the company, and this does nothing to help communication within these channels. There needs to be a more integrated approach. Do you agree with Chris?