Tennessee coach Butch Jones works hard to cement his reputation as social media savvy and well-connected with young people.

His latest salvo is a tweet replicating Drake’s new surprise mix tape, complete with a Vols-related hashtag and the team’s Power T. It’s gotten nearly 3,500 retweets as of Tuesday afternoon.

Twitter has become a powerful tool in branding and in recruiting, as evidenced by the fact that South Carolina coach Steve Spurrier recently became the 13th SEC coach with a handle on the social media site. (The lone holdout? Alabama’s Nick Saban.)

Spurrier (51K followers), who has tweeted just twice, has a ways to go to achieve the sophistication of Jones (170K followers). The Vols head coach has leveraged his cultural smarts to reload the roster and become one of the best recruiting programs in the country.

It’s an important year on the field for Tennessee, but if the Vols can start winning conference games in bunches, it’ll be all systems go in Knoxville.