The Role of Facebook in Enhancing Social Accountability in Local Governments.

This study examines the role of Facebook in promoting social accountability within local governments, using the municipalities of Ramallah and Al-Bireh as a case study. The research adopts a descriptive-analytical approach, combining quantitative and qualitative methods. Data were collected through questionnaires distributed to municipal council members and public relations staff, content analysis of official Facebook pages of the two municipalities, mayors, and selected council members, as well as semi-structured interviews with media academics and new media specialists. The findings indicate that social media plays a moderate role in the social accountability process and contributes to raising citizens’ awareness at a moderate level. Facebook has significantly enhanced community participation, particularly through private messaging, which citizens use extensively to communicate complaints and issues to municipalities and council members. However, the study reveals a very low level of response by municipalities and officials to citizens’ negative comments related to accountability on public Facebook pages. Overall, citizens report a moderate level of satisfaction with municipal responses to accountability-related issues circulated on Facebook. The study concludes with recommendations aimed at strengthening institutional responsiveness and improving the effective use of social media in enhancing local government accountability.