It takes guts to be a writer. Readers can smell, straight from the page or the screen, when someone is being honest as a writer. Putting in the corny details, the wrenching feelings. the human foibles, makes a novel or any piece of writing readable and engaging.
But can you use this technique in social media? I believe you can. Sure, you don't have much room in a Tweet, but it is amazing what you can get across in a few sentences. For instance:
"Everyone in marketing is excited this morning. The new intern made coffee twice! The new SXC is being launched at 5pm."
as against the bland:
"The new SXC is being launched at 5pm."
You can dig deep too, reveal something about the drama of business as you blog and Tweet and post. Keeping it bland is a recipe for loosing your readers. I understand there's a difficult line to tread between being open and being too open, but I encourage you to push that line as far as possible towards openness.
If you take a few gambles and the boss is happy with it you can develop an engaging style that will see people come back for more, just to find out what's happening in your corner of the world.