The article is devoted to the study of the influence exerted by modern information and communication technologies in the process of image formation of regional leaders. The characteristic features are revealed by the example of the use of social networks and blogs in shaping the image of the governors of South-Western Siberia. The authors examined branding features formed directly through the blogs of governors (self-image), how this practice evaluated in a circle of active users of social networks and blogs (the image in the expert community), what patterns of response in relation to the power of bloggers the authorities demonstrated. In conclusion, the reasons of the low efficiency of the use of social networks and blogs, with recommendations to improve it in order to promote dialogue between civic society and the authorities provided by the authors.

Key words: technologies shaping the image of authorities, the governors of the South-Western Siberia, social networks and blogs, Internet technologies in political communication.