I agree that the tone is childish and unnecessary, but I doubt it makes much of a difference.

Large organisations are still figuring out how to use social media, but in principle publishing an operation on twitter is no different than putting our a press release or sending someone for an interview at a major TV channel.

Same goes for making videos available on YouTube, I don't see anything wrong with that. In fact, since I don't watch TV I would have never seen this video if it wasn't made available online.