It's a simple calculation of pros versus cons. For every Teddy Bridgewatervisiting a sick student in the hospital, there are 10 Johnny Manzielssending combative tweets to trolls. The platform is useful as a way to aggregate news, but Swinney knows that's not what his players are doing.
They're using it as a way to become the news.
I'm a little worried about the free-speech implications of this, but if it keeps the players focused, it can't be all bad.