The real focus of the article is how Serena Software has adopted a practice called Facebook Fridays:
Each Friday, employees are granted one hour of personal time to spend on their Facebook profiles and connect with co-workers, customers, family and friends. This initiative will start today and will be rolled out in 18 countries where the company has offices.
If you think about it, this is somewhat similar to having a company lunch, but probably much more effective at getting connections to happen in interesting ways. You are more likely to connect farther away from people you know. Although my guess is that you need to do some seeding of ideas and techniques to make it effective.
Of course, it's helpful to have a CEO say things like:
“Social networking tools like Facebook can bring us back together, help us get to know each other as people, help us understand our business and our products, and help us better serve our customers-on demand. A corporate culture that fosters a sense of community and fun will ultimately help us get more done. Companies that do not embrace social networking are making a huge mistake.”