Lane Kiffin has become a Twitter superstar in recent years. He makes jokes. He promotes his team. He calls out “rat poison” from the media. And he does pretty much whatever else he wants on the social media platform.

But here’s a question — what made Kiffin do this? Because when he first entered the coaching ranks, Twitter was not nearly as popular as it is today. Is there a reason Kiffin went all-in with the tweeting?

Of course. And that reason is that it benefits Kiffin in recruiting for his team, as he shared during an appearance on “The JBoy Show” on Wednesday.

“I think when people kind of attack you and that’s grouped in there, like, ‘He’s just a clown,’ or whatever, you know. That Twitter stuff’s on purpose. That energy in recruiting,” Kiffin said on the show. “When I walk into a recruit’s home, I hear all the time from a parent, ‘Oh man, we love following you on Twitter,’ and it just starts conversations. That’s done on purpose, and I think some people don’t understand that.”

So don’t expect Kiffin to stop tweeting anytime soon. He’s trying to lead Ole Miss to a national championship, and he’s going to keep having fun on Twitter as he aims to land the best recruiting class possible each year.

It seems to be working well for Kiffin, considering the Rebels continue to improve. They’re currently 3-1 and the No. 17-ranked team in the country this season.