I doubt it's actually even him tweeting. Companies hire people to handle such things. There is one guy who tweets for like Papa Johns, Jimmy Johns and a bunch of other companies.at that first tweet.
But lets be real, he joined because he has a book coming out soon and I'm sure the publishing/book company made him do it.
I really doubt he tweets anything insightful.
I'm surprised Kobe has taken to twitter the way he has. he actually tweets some good stuff.