This study examines the extent to which the leaders of business schools engage with Twitter to reach diverse audiences, the possible links between Twitter usage and the ranking of the Dean’s respective business college, and the linguistic/stylistic approaches adopted. We employed sentiment analysis to examine the linguistic approaches among the various tweets from the Dean’s account. The findings of the study suggest speaking at stakeholders from a public microblog may not be the most effective way to connect with them. Notwithstanding, biological and cognitive constraints limit the economy of attention and relationships in an online world.