The Role of Facebook in Enhancing Social Accountability in Local Governments.: A Case Study of Ramallah and Al-Bireh Municipalities.

Mirage Jwayyed

doi:10.64190/abj.1.2.2026.20

Mirage Jwayyed ⁽¹⁾

(1) Birzeit University, Palestine, Palestine, State of

https://doi.org/10.64190/abj.1.2.2026.20

Issue
Vol. 1 (2026): Early View - 2026

Submitted
December 29, 2025

Accepted
February 3, 2026

Published
February 15, 2026

Keywords:

Social Accountability, Local Governments, Social Media, Facebook, Digital Governance, Palestine

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Abstract

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.

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References

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Authors

Mirage Jwayyed

Birzeit University, Palestine, Palestine, State of

https://orcid.org/0009-0001-9439-8480

mirage.kurran@hotmail.com (Primary Contact)

Jwayyed, M. (2026). The Role of Facebook in Enhancing Social Accountability in Local Governments.: A Case Study of Ramallah and Al-Bireh Municipalities. Arado Business Journal, 1, 111–126. https://doi.org/10.64190/abj.1.2.2026.20

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Introduction

In recent years, rapid technological development and the widespread use of digital communication tools have significantly transformed the relationship between citizens and public institutions. Social media platforms, particularly Facebook, have become widely used channels for information dissemination, public communication, and civic engagement. These platforms provide citizens with new opportunities to express their opinions, raise concerns, and interact directly with decision-makers, especially at the local government level where daily public services and community issues are most visible.

Within the context of public administration and governance, social accountability has emerged as a key mechanism for enhancing transparency, participation, and responsiveness. Social media has contributed to expanding the spaces through which citizens can question public officials and monitor institutional performance beyond traditional channels. However, the growing presence of local government bodies on social media platforms does not necessarily guarantee effective accountability practices. In many cases, digital platforms are used primarily for information sharing and public announcements rather than for meaningful engagement with citizens’ critical feedback.

In Palestine, municipalities increasingly rely on Facebook as their main digital communication platform. Official municipal pages and personal pages of mayors and council members have become central spaces for publishing announcements, inviting citizens to participate in municipal activities, and communicating administrative information. At the same time, citizens actively use Facebook to express dissatisfaction with service delivery, raise accountability-related issues, and demand responses from local authorities. Despite this interaction, the extent to which social media contributes to genuine social accountability within Palestinian local governments remains insufficiently examined.

This study aims to assess the role of Facebook in enhancing social accountability in local governments through an empirical case study of the municipalities of Ramallah and Al-Bireh. By employing a mixed-methods approach that combines questionnaires, content analysis, and expert interviews, the study seeks to examine patterns of interaction, levels of responsiveness, and citizens’ perceptions of accountability through social media. The study contributes to the existing literature by providing empirical evidence from the Palestinian context and by highlighting the gap between digital communication practices and effective public accountability at the local level.

Theoretical Framework and Review of Previous Studies

Social Accountability and Local Governance

Social accountability represents a core principle of good governance, enabling citizens to monitor public institutions, question decision-makers, and demand justification for public actions and resource management. It enhances transparency, participation, effectiveness, and trust between citizens and public authorities. In local governments, proximity to citizens heightens expectations of responsiveness and openness, making accountability mechanisms especially important.

Digital Governance and Social Media

Digital governance refers to the use of information and communication technologies to enhance public administration, citizen engagement, and institutional transparency. Social media platforms have reshaped citizen–institution interaction. Facebook is influential in the Arab world due to wide reach and interactive features. Its effectiveness for accountability depends on institutional engagement and the translation of digital interaction into administrative action.

Previous Studies on Social Media and Accountability

Prior work finds social media enhances participation and awareness but often has limited effect on service improvement when institutional responsiveness is weak. Studies show municipalities often prioritize information dissemination over dialogue and accountability; effectiveness depends on commitment to respond. Palestinian research indicates moderate community accountability and recommends stronger participation and follow-up mechanisms.

Research Gap and Contribution of the Study

There is limited empirical research on how social media promotes social accountability in Palestinian local governments, particularly regarding responsiveness to critical feedback. This study addresses the gap by examining both citizen interaction and municipal responses on Facebook in Ramallah and Al-Bireh, using mixed methods to assess digital accountability effectiveness.

Research Problem, Objectives, and Hypotheses

Research Problem

The study examines the gap between citizens’ use of Facebook as an accountability tool and local governments’ responsiveness to accountability-related interactions. It assesses whether Facebook functions merely as a communication channel or as an effective mechanism for enhancing social accountability in local governments.

Research Objectives

Examine the role of Facebook in promoting social accountability within local governments.
Assess the effectiveness of Facebook in raising citizens’ awareness of accountability-related issues.
Identify mechanisms and methods used by citizens to hold municipalities accountable through Facebook.
Analyze the level of responsiveness of municipalities and council members to citizens’ accountability-related interactions on Facebook.
Evaluate citizens’ satisfaction with municipal responses to accountability issues raised through Facebook.
Identify key challenges and constraints limiting the effectiveness of social accountability through social media.

Research Hypotheses

Facebook plays a moderate role in the social accountability process within local governments.
Facebook is moderately effective in raising citizens’ awareness of accountability-related issues.
Citizens rely heavily on private messaging through Facebook to communicate accountability-related concerns.
Municipalities and council members show higher internal responsiveness than public responsiveness on Facebook pages.
Municipalities and council members respond to citizens’ negative or critical accountability-related comments on Facebook to a very low degree.

Study Design and Methodology

Research Design

A mixed-methods case study combines quantitative and qualitative approaches to assess Facebook’s role in social accountability in Ramallah and Al-Bireh municipalities. Multiple tools enable data triangulation.

Study Population and Sample

The population includes municipal council members and PR staff, citizens of Ramallah and Al-Bireh, and media academics/new media specialists. Fourteen completed questionnaires were received from officials; 91 from citizens. Three semi-structured interviews were conducted with experts.

Data Collection Tools

Questionnaires for municipal officials (council members, PR staff) and for citizens.
Content analysis of 89 Facebook posts from official municipal pages, mayors, and selected council members (January 2023).
Semi-structured interviews with media academics and new media specialists.

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The Role of Facebook in Enhancing Social Accountability in Local Governments. A Case Study of Ramallah and Al-Bireh Municipalities.

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