What is Popular This Month?

Reading Time: 3 minutes

What is the most influential content and what can social media analytics tell us?

If  you would like anything else to feature in the ‘What’s Popular This Month?‘ series, do leave a comment below. Please note, I will be presenting social media secrets and tips at the upcoming BETT (Futures) Show 2017 on Saturday 28th January.

According to Twitter Analytics, my current follower audience 151,000. That’s 2,668 more than the same time 28 days ago. I’ve gained around 90 new followers per day, which is a typical monthly growth.

Here are the most popular tweets from my Twitter account during the month of November 2016. This information is collated by Twitter Analytics and Buffer and the reader can click on any of the images to open up the original content. It will prove an interesting read for teachers keen to explore the potential of social media.

The Story So Far:

In November 2016, I tweeted 1,541 times. Typically, I send more information in the evenings and at weekends. Please note, I programme tweets so that I can continue with my life at work and at home. I am not on a device 24/7. Instead, I make social media work for me using coding and applications to share content.

Twitter Analytics November 2016


Millions and Millions!

My tweets earned 7.83M impressions over this 28 day period. That’s 800,000 impressions higher than last month, with 51,700 readers visiting my Twitter profile – up 1,5000. Over the past 28 days,  3,935 tweeters (500 higher) copied @TeacherToolkit into your messages! That’s a typical month, yet still a lot of content for TT to read too.

Twitter Analytics November 2016


Most Popular Tweet:

This tweet below gathered 62 re-tweets. 29 likes, 11 direct replies and over 500 clicks, acquiring more than 161,000 impressions. This means at the moment readers are using their device, they will have seen this tweet, making this the top tweet of November 2016. This proves that the Michaela school continues to be a topic of contention for social media teachers in the U.K.

Twitter Analytics November 2016

Click on the tweet to open the content and data.

Top Mention:

This classroom (questioning) resource gathered 19,644 impressions and 2,831 engagements; 54 re-tweets, 114 likes and 3 replies. Follow the link below to find out what you’re missing!

Twitter Analytics November 2016

Click on the tweet to open the content and data.

Top Media Tweet:

Last month, I received a copy of John Dunford‘s new book: The School Leadership Journey. The tweet below has gathered over 18,000 impressions and I am delighted Dunford has quoted the work of this website.

Twitter Analytics November 2016

Click on the tweet to open the content and data.

Most Retweets:

This tweet was the one that gathered the most re-tweets of last month; 121 in total. The reasons for this is that the content is relevant to my followers and current affairs: Donald Trump winning the presidential campaign in USA.


Click on the tweet to open the content and data.

Most Likes:

According to Twitter Analytics, this tweet on OfSTED banners gathered the most engagement. When content is genuinely engaged, you will see a couple of hallmarks of that connection:

  • People will re-tweet you.
  • People will @mention you.
  • People will favourite your content.
  • People will follow you.
  • It will also – but not exclusively – include most of these hallmarks: a leading statement/question; an image and hyperlink; a hashtag.


Click on the tweet to open the content and data.

Most Replies:

According to Buffer, this tweet referencing the ‘OfSTED judgements versus teacher attrition’, reached over 167,000 people and their timelines! Looking deeper into the statistics from the tweet below, we can muster one clear message about teaching:

  1. Schools graded Requires Improvement by OfSTED struggle to recruit teachers.
  2. Schools graded Inadequate by OfSTED struggle to recruit teachers.


Click on the tweet to open the content and data.

Most Clicks:

According to Buffer, the following tweet and link to a blog generated 515 clicks and a potential 161,000 audience! For me, this type of tweet offers readers pertinent topic for discussion – even if they disagree – in the teaching profession. This tweet shows the hallmark of what makes up for an engaging status/tweet.


Click on the tweet to open the content and data.

Most Reach:

Don’t be fooled by the relatively low ‘re-tweets’ and ‘likes’ count. This isn’t always the only hallmark of ‘reach’. According to Buffer, the following tweet and link to a blog, generated 43 clicks and a potential 334,000 audience! The reason? It’s likely to be the headlines, images and the engaging purpose behind the tweet.


Click on the tweet to open the content and data.

Twitter Analytics November 2016


This analysis by Twitter is free. Buffer also offers the same, but has a small cost. If you are interested in what works on social media, you should really be looking at this data. There is so much to discover. For me, this helps decipher what readers want to discover.

Why not give it some thought for yourself and do let me know if there’s something missing you’d like to see.



In 2010, Ross Morrison McGill founded @TeacherToolkit from a simple Twitter account in which he rapidly became the 'most followed teacher on social media in the UK'. In 2015, he was nominated for '500 Most Influential People in Britain' in The Sunday Times as one of the most influential in the field of education - he remains the only classroom teacher to feature to this day ... Sharing online as @TeacherToolkit, he rebuilt this website (c2008) into what you are now reading, as one of the 'most influential blogs on education in the UK', winning the number one spot at the UK Blog Awards (2018). Today, he is currently a PGCE tutor and is researching 'social media and its influence on education policy' for his EdD at Cambridge University. In 1993, he started teaching and is an experienced school leader working in some of the toughest schools in London. He is also a former Teaching Awards winner for 'Teacher of the Year in a Secondary School, London' (2004) and has written several books on teaching (2013-2018). Read more...

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