Because that's when all the backroom deals, or lack of backroom deals can be revealed.
It's silly to think ADs and school Presidents are obligated to tweet their actions to the public so CB rando can feel important.
And as far as sources, become familiar with spycraft 101. Big wigs aren't leaking information. But big wigs have underlings who do all the paperwork and see what's going on. They're the ones leaking.