Did you build it? Did you apply the thermal paste to the heatsink instead of the cpu? Do you know the difference between the IHS and the cooler heatsink? Why are you dropping the cpu into the socket instead of just setting it in there correctly?
There must be a video about how to install the cpu in the socket and then install the cooler. You should find that video and then watch it in reverse or pay someone that actually knows what they’re doing.
I’m 99% sure this is why we’re seeing people frying their new AMD chips and sockets.
Good luck…
To add to this tip, run the system for a bit to heat it up first before shutting it down and doing the twist.