CouchDB and MySQL are two very different beasts. JSON is the native way to store stuff in CouchDB. In MySQL, the best you could do is store JSON data as text in a single field. This would entirely defeat the purpose of storing it in an RDBMS and would greatly complicate every database transaction.
Don't.
Having said that, FriendFeed seemed to use an extremely custom schema on top of MySQL. It really depends on what exactly you want to store, there's hardly one definite answer on how to abuse a database system so it makes sense for you. Given that the article is very old and their main reason against Mongo and Couch was immaturity, I'd re-evaluate these two if MySQL doesn't cut it for you. They should have grown a lot by now.