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.
Reminds me of a key tenet I heard about PR is: It's not what you say, but how you say it.
A dry press release, no image data, and a dry political report from the relevant spokesperson is perfect for this - there's nothing to latch onto - if you just list the facts, and get it over with.
It's what Obama did after Osama was assassinated, and it worked well - there was nothing offensive to latch on to, nothing to point to, and say "Look, that's what you are fighting for!".
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.