Social Networks as a Tool for Building a Civil Servant's Reputation: Opportunities and Risks

In the context of global digitalization of social and political life, social networks have become one of the most important tools for shaping the reputation of public officials. However, along with the opportunities for public self-presentation and interaction with the population, the use of such platforms entails certain reputational risks, which were examined in this study. This research analyzed the impact of social networks on the reputation of public officials through a content analysis of scientific publications in this field and a sociological survey of 244 respondents eligible to participate in the political life of the state. The survey allowed for an assessment of public perceptions of the representation of public officials on the Internet, as well as the identification of key factors that could influence the formation of a positive image. The study's results demonstrated that the competent use of social networks by government agencies increases citizens' trust. However, it was also revealed that many citizens are dissatisfied with the current state of PR management in most government institutions they interact with. Additionally, a SWOT analysis was conducted, identifying both the risks associated with using social networks for image formation and the opportunities for improving the effectiveness of this system.