He's promoting the program. This is miles better than when he pointed out in an interview that the Tennessee football job wasn't as good as the fans/people thought it was.
Anyways, it's Twitter. I'm not sure the world has quite gotten the grasp of how to assign value to Twitter. Useful for breaking news/on the ground amateur reporting/etc., sure. Carries the same significance and responsibilities as the most formal of social situations? Hardly.
The whole medium functions to eliminate context. Remember Brian Williams's "It's about to go down," meaning lunch and not CBP? Way too much has been made of probably every Twitter controversy (maybe not Gilbert Gottfried, I'm sure there are others).