What does it mean to be and to act like a school leader online? Although many school leaders might be comfortable navigating issues of identity in face-to-face environments, online environments may present new and unprecedented challenges. These challenges may range from concerns about privacy and surveillance to questions about how best to leverage social media for professional or school aims. Accordingly, the present study draws upon interview and tweet data to explore administrators’ performance of identity on Twitter. Findings describe how administrators enacted two distinct identities: one relating to instructional leadership and the other relating to school public relations. Administrators were reticent about revealing other, more personal identities. This was seen as a way to maintain and gain followers. Implications for identity research, online professional learning, and public school relations are discussed.