According to Publishing 2.0, Twitter should not be used as another place for newsrooms to "dump their content," but "as a way to create a whole new dimension of value under their editorial brand."
Publishing 2.0 argues that "there's another dimension to Twitter that newsrooms are entirely missing." What they are missing is the opportunity to use Twitter to incorporate more link journalism and news aggregation; essentially "they should look to their Twitter accounts as an easy platform for sharing links."
Furthermore, if "newsrooms want more Twitter followers, they need to be INTERESTING" by expanding outside of their own content.
Source: Publishing 2.0