"Is there a way to have OpenDNS block prohibited content from being accessed through iPhone apps? Is that something that I need to do a keyword block on or just block all social media?"
You cannot block "content" with a DNS service like OpenDNS, just domains hosting content. And you cannot use keywords with OpenDNS, just domain names.
So, you want to block Twitter? Then add twitter.com to your "always block" list, or alternatively block one of the categories Blogs, Social Networking.
https://domain.opendns.com/twitter.com
Also, as you say "on phones", ensure that your phones are using a network you have configured to use OpenDNS. Pretty clear that this is not the case when using the phone lines (GPRS, UMTS, LTE, etc.). You had to use OpenDNS Prosumer to cover this area.