Involve others where possible, hopefully from within your organisation, or seek outside assistance to discuss and create ideas.
As the Social Media coordinator within your organisation you are may feel you do not have all the knowledge, experience or content or time to do it all. That is where others come in.
The best people to write engaging content about your companies activities are the people doing it. Get the sales people to write blogs and discuss new technologies, ask the engineers on the road to write about preventative measure that could help avoid some of the smaller problems.
These same people can then actively engage in the discussion they create drawing people to your content. This all shows that your organisation has a variety of people with expert knowledge rather than just someone with a twitter or facebook account.
References and Inspiration in 7 Habits of Highly Social Media – Intro