English abstract
This study aims at identifying how the government civil service institutions in the Sultanate of Oman utilize their social networking platforms (Twitter, Facebook, Instagram and YouTube) to create their image via a case study on The Public Authority for Consumer Protection (PACP) platforms in order to discover how to create the organization image. The study used the theory of organizational image management, and relied on the case study method through using qualitative analysis for PACP platforms during the period from 1-July-2018 to 31-September-2018, and the document analysis for the guide manual of ethics and controls of the use of PACP social networking platforms, and the unstructured interviews for 6 PACP employees including platform mangers and a number of officials.
The results showed that the PACP via social media is in the image creation stage and that the organization's platforms have adopted the component ( the Name of PACP) to foster it in the minds of the public , followed by the component (services of PACP) which works to link the name with the services provided to consumers. The result discovered limited use to the Arabic language in the platforms and showed a diversity of the platforms of the organization on the social networks regarding writing methods, where both Twitter and Facebook have utilized the method of journalism writing while both Instagram and YouTube relied on the writing style of social networks via social media and that credibility and transparency are the most important values in shaping the mental image of the organization.
