I have to agree with the Times. If you’re responsible for social media at your company, find out what to Tweet out by actually talking with your colleagues, and encouraging them to send you messages they want posted. Engage them in a debate and publish the outcome.
A lot of people think of social media as being an outward facing marketing effort, but the way I see it is that it should be something that permeates the organization, and that everyone’s involved in. Social media should be used to make a more social organization, and marketers cannot fake this.