Twitter Content Ideas For Schools

After you've begun using Twitter for your school you might be struggling with what you should tweet. I had the same dilemma after we created the Twitter account for my school so I developed the 75/25/1 Twitter content rule.

Let me give you a little background – everything that I've read about tweeting as an individual says that in order to be effective on Twitter you should follow these guidelines:

  • Tweet around a specific focus
  • Share content that will be valuable to your followers
  • Retweet other people – the old adage “it's better to give than receive” works well on Twitter
  • Connect with people with your similar focus
  • Don't be self-promotional all the time

Let me use my own Twitter account, @SchneiderB, as an example:

  • I tweet about social media, technology, branding, and inbound marketing for schools
  • I attempt to share Twitter content that I read on the web about the topics in my specific focus
  • I try to retweet others often in order to make connections but also because I follow people who also tweet about my specific focus and they share interesting content
  • I try to connect with other people on Twitter every day
  • I try to only self-promote 25% of the time and share information not about me 75% of the time

Twitter Content For Your School

Believing what I do about tweeting for yourself – I decided that when it was time to tweet for my school I would change the rules a little bit. Let me compare a school to the guidelines I mentioned above:

  • A school is it's own specific focus but I also include the local/greater community
  • I try to share content that the many different constituencies would find valuable coming from the official school Twitter account
  • I try to retweet other people as often as it's appropriate
  • I try to connect with other people, organizations, and community members as often as possible on Twitter
  • When it comes to self-promotion this is where I think a school's Twitter account can turn the personal guidelines on their head. I believe this because people follow a school account already having a pretty good sense that they will receive information specific to the school. As a result, I try to follow the 75/25/1 rule when tweeting for my school. I tweet about school specific information 75% of the time, non-school specific information 25% of the time, and I try to connect with at least 1 person a day using the school's Twitter account.

Examples of Twitter Content For Your School

Here are a few examples of the types of Twitter content you can tweet for your school following the 75/25/1 rule.

75 Percent of Your Twitter Content Should Not Be Related to Your School

  • Blog posts
  • Recent news
  • Sports scores
  • Picture of the day
  • Student of the day
  • Video of the day
  • Homeroom of the month
  • Lunch menu
  • Calendar events

25 Percent of Your Twitter Content Should Not Be Related to Your School

  • Education articles
  • Local news
  • Local weather
  • Local events
  • Education quotes
  • Professional development items

1 Connection a Day

I typically look for a way to interact with a person on Twitter, using the school Twitter account, by responding to a tweet, retweeting someone and adding a comment, or asking a question.

We've been happy with the results of our school's Twitter account as a part of our inbound marketing efforts and by following the 75/25/1 rule. I'm sure you will achieve similar results.

Originally published February 9, 2012, 4:00 AM, updated February 8, 2022.

About the author 

Brendan Schneider

Hey, I’m Brendan, and this is my blog. After 28 years working in private, independent schools in mostly admissions, enrollment, marketing, communications, and fundraising roles, I decided to make SchneiderB Media my full-time job, where I help schools get more inquiries through my Fractional Digital Marketer program. I also started the MarCom Society, a membership created expressly to help, support, and train marketing and communications professionals at schools.

Social Media

How Do I Start a Social Media Campaign for My School?

Social Media

What Should Schools Post on Social Media?

Social Media

6 Key Elements of a Social Media Campaign for School Marketing

Subscribe to the School Marketing Insider

The School Marketing Insider is a weekly newsletter that delivers curated resources to stimulate curiosity, inspire collaboration, and accelerate innovation to drive school marketing professionals ahead of the curve.