This study mainly aims to know the effect of the Palestinian government’s employment of social media on its institutional reputation and the building of its mental image. In its treatment of the topic, this study relies on a descriptive and analytical approach to determine the important aspects during the preparation of this research, and to answer the main research question: What is the role of Facebook in building the mental image and managing the institutional reputation of the Palestinian government represented by The Palestinian Ministerial Cabinet?
The researcher used the questionnaire and in-depth interview tools to achieve that. The study population and its sample were, firstly, followers of the Facebook page of the Palestinian Prime Minister’s Office within a sample of (384) people. Secondly, two interviews with the Director of the Media Unit and the supervisor of social media and modern media in the Palestinian Prime Minister’s Office were implemented. The study is also based on the theory of uses and gratifications; and the balanced two-way communication model (the fourth model).
At the end of the study, the researcher summarizes a set of conclusions. The most prominent of which is that the total degree of employing Facebook at the Palestinian Prime Ministry as a tool to manage its institutional reputation and build its mental image with the masses was moderate according to the opinion of the study participants, with an estimated rate of 62.12%, at the time of preparing this study, from June 2020 to February 2021.
This study also confirms the great role of Facebook in building the mental image and managing the institutional reputation of the Palestinian government represented in the Palestinian Ministerial Cabinet. In light of these conclusions, the researcher recommends the necessity of activating the role of Public Relations Department within its own structure, employing a specialized staff of Public Relations and managing the Social Media websites. In addition, the researcher recommends the necessity of building a modern strategy that goes along with social media sites following the scientific principles in their communication elements.