In the competitive landscape of higher education, institutions increasingly rely on international rankings to secure funding, attract talent, and enhance their global reputation. Concurrently, these institutions have expanded their presence on social media, utilizing sophisticated posting strategies not only to disseminate information but also to boost recognition and engagement. This study examines the relationship between the rankings of Higher Education Institutions (HEIs) and their social media posting strategies. We collected and analyzed tweets from 22 HEIs featured in a consolidated ranking system, focusing on various features of their social media posts. The analysis identified six distinct clusters of posting strategies. This paper categorizes the HEIs into these clusters and discusses the implications of differing social media strategies on their rankings. The findings suggest a nuanced interaction between social media engagement and the perceived prestige of HEIs.